A method and apparatus for enabling semantic association of images with augmentation data is described. The method may include receiving digital image data captured by a mobile device. The method may also include performing image recognition analysis on an object within the digital image data to identify the object. The method may also include querying a semantic associations database based on a determined identify of the object to determine a secondary meaning associated with the object, and transmitting augmentation data to the mobile device that is semantically relevant to the object based on the secondary meaning.