Disclosed are systems, methods, and non-transitory computer-readable media for adjusting depth of AR content on HUD. A viewing device identifies, based on sensor data, a physical object visible through a transparent display of the vehicle. The sensor data indicates an initial distance of the physical object from the vehicle. The viewing device gathers virtual content corresponding to the physical object and generates an initial presentation of the virtual content based on the initial distance. The viewing device presents the initial presentation of the virtual content on the transparent display at a position on the transparent display corresponding to the physical object. The viewing device determines, based on updated sensor data, an updated distance of the physical object and generates an updated presentation of the virtual content based on the updated distance. The viewing device presents the updated presentation of the virtual content on the transparent display of the vehicle.