Systems and methods for generating a customized augmented reality environment. A method includes causing generation of at least one signature for at least one multimedia content; causing, based on the generated at least one signature, identification of at least one matching concept, wherein each concept is a collection of signatures and metadata representing the concept; determining, based on the identified at least one matching concept, a selection of at least one augmented reality character; and generating a customized augmented reality environment, wherein the customized augmented reality environment includes each augmented reality character superimposed on the at least one multimedia content element as an overlay.