In one embodiment, location and route information of a route associated with the autonomous vehicle is obtained, where the route includes a starting location and a destination. Real-time traffic information of the route is obtained based on the location and route information. A driving mode of the autonomous vehicle is determined based on the location and route information and the real-time traffic information. A content item is selected from a list of content items obtained from a content database based on the determined driving mode. The selected content item is displayed in a display device within the autonomous vehicle.