Provided are an augmented reality provision system, a method, and a non-transitory computer readable medium capable of displaying a virtual object in a very natural representation form regardless of a state of an illumination in a real space. A plurality of same color patches with the same color are extracted from a captured image including a target. Light distribution characteristics of light with which the target is irradiated are estimated from a relationship between color values in the plurality of same color patches. An object image to which a visual effect in which the virtual object is irradiated with the light has been given depending on the estimated light distribution characteristics is obtained by correcting a color of an original object image indicating the virtual object.