A method for providing a personalized augmented reality, AR, display, the method comprising: obtaining, at an augmented reality, AR, apparatus (300, 400), image data of a camera field of view, the camera field of view comprising a field of view of an externally oriented camera (305, 410) of the augmented reality apparatus (300, 400); identifying a first object in the camera field of view based on the image data; mapping a position of the first object relative to an augmented reality, AR, field of view, the AR field of view comprising a portion of the camera field of view in which augmented reality, AR, content can be displayed on an internally-facing display (307, 410) of the augmented reality apparatus (300, 400); receiving, by a signature engine of a personalized communication augmented reality, PCAR, framework implemented on the augmented reality apparatus (300, 400), location data from a sensor connected to the AR apparatus, and a descriptor of the first object from an object recognition engine of the PCAR framework; generating, by the signature engine, a signature for the first object based on the descriptor and the location data, wherein the signature is unique and consists of a hash of the descriptor and the location data; comparing, by the signature engine, the generated signature with a plurality of signatures stored in a personalized communication augmented reality, PCAR, database maintained on a host platform; when there is a match between the generated signature and one of the plurality of stored signatures, determining, by the signature engine, whether the first object comprises an augmentation target and receiving, by the signature engine, augmentation data, wherein the augmentation data is associated with an item of AR content; and responsive to determining that the first object comprises the augmentation target, displaying, on the internally-facing display, the item of AR content associated with the augmentation target in the AR field of view, the item placement being based on an analysis of the image data and stored contextual information regarding objects in the camera field of view. obtaining, at an augmented reality, AR, apparatus (300, 400), image data of a camera field of view, the camera field of view comprising a field of view of an externally oriented camera (305, 410) of the augmented reality apparatus (300, 400); identifying a first object in the camera field of view based on the image data; mapping a position of the first object relative to an augmented reality, AR, field of view, the AR field of view comprising a portion of the camera field of view in which augmented reality, AR, content can be displayed on an internally-facing display (307, 410) of the augmented reality apparatus (300, 400); receiving, by a signature engine of a personalized communication augmented reality, PCAR, framework implemented on the augmented reality apparatus (300, 400), location data from a sensor connected to the AR apparatus, and a descriptor of the first object from an object recognition engine of the PCAR framework; generating, by the signature engine, a signature for the first object based on the descriptor and the location data, wherein the signature is unique and consists of a hash of the descriptor and the location data; comparing, by the signature engine, the generated signature with a plurality of signatures stored in a personalized communication augmented reality, PCAR, database maintained on a host platform; when there is a match between the generated signature and one of the plurality of stored signatures, determining, by the signature engine, whether the first object comprises an augmentation target and receiving, by the signature engine, augmentation data, wherein the augmentation data is associated with an item of AR content; and responsive to determining that the first object comprises the augmentation target, displaying, on the internally-facing display, the item of AR content associated with the augmentation target in the AR field of view, the item placement being based on an analysis of the image data and stored contextual information regarding objects in the camera field of view.