An electronic device includes a memory configured to store computer-executable instructions, a processor configured to execute the computer-executable instructions by accessing the memory, and a communicator configured to receive luminance information comprising a maximum luminance and a luminance setting value from at least one target device among one or more external devices identified by the electronic device. The processor is configured to determine a luminance value of the at least one target device, based on the luminance information received from the at least one target device. The processor is further configured to determine a luminance value of an AR image associated with the at least one target device, based on the luminance value of the at least one target device.