Methods and apparatus directed to generating one or more interactive content items based on content displayed on a computing device are described herein. In various implementations, content displayed to a user by a display of a computing device may be segmented into semantic region(s) based on respective content of the semantic region(s). User input may be received, e.g., via a biometric sensor of the computing device. The user input may indicate a desire of the user to act upon the semantic region(s). In response to the user input, interactive content item(s) corresponding to the semantic region(s) may be generated and provided for presentation to the user via output device(s) of the computing device. User interaction with a given interactive content item may cause the computing device to perform action(s) that are tailored to the semantic region that corresponds to the given interactive content item.