An extendable augmented reality (AR) system for recognizing objects. The AR system may incorporate plugins to improve the AR system's ability to recognize objects, such as by adding external matchable data or using external recognition algorithms. The plugins may be installed/activated dynamically by a user to expand the system's AR capabilities. The AR system may also incorporate plugins to improve the AR system's post-recognition features such as supplying a user with supplemental content or follow-up functionality. The AR system may filter communications with the plugins to centralize identification processes, to shield plugins, and to ensure plugins are only activated at appropriate times.