A computer-implemented method for operating an autonomous driving vehicle, the method comprising: collecting driving statistics of an autonomous driving vehicle, the driving statistics including driving commands issued at different points in time and route selection information of a plurality of routes while the ADV is driven in a manual driving mode by a user; obtaining at least one of a mood or health condition of the user in real time; determining one or more user driving behaviors and preferences of the user based on the driving statistics for one or more predetermined driving scenarios and the at least one of a mood or health condition of the user obtained in real time; generating one or more driving profiles for the user based on the user behaviors and preferences under the driving scenarios, wherein the generated driving profiles are utilized to plan and control the ADV under similar driving scenarios when the user is riding in the autonomous vehicle that operates in an autonomous driving mode; the method being characterized by further comprising: determining, based on at least one of location and route information, map and point of interest information, or real-time traffic information, types of content suitable for the driving scenarios; performing, based on the types of content suitable for the driving scenarios, a lookup operation in a content index to identify content item candidates; ranking the identified content item candidates based on the generated driving profiles; selecting, from the identified content item candidates, a content item having a ranking score above a predetermined threshold; and displaying the selected content item on a display device within the autonomous vehicle. collecting driving statistics of an autonomous driving vehicle, the driving statistics including driving commands issued at different points in time and route selection information of a plurality of routes while the ADV is driven in a manual driving mode by a user; obtaining at least one of a mood or health condition of the user in real time; determining one or more user driving behaviors and preferences of the user based on the driving statistics for one or more predetermined driving scenarios and the at least one of a mood or health condition of the user obtained in real time; generating one or more driving profiles for the user based on the user behaviors and preferences under the driving scenarios, wherein the generated driving profiles are utilized to plan and control the ADV under similar driving scenarios when the user is riding in the autonomous vehicle that operates in an autonomous driving mode; determining, based on at least one of location and route information, map and point of interest information, or real-time traffic information, types of content suitable for the driving scenarios; performing, based on the types of content suitable for the driving scenarios, a lookup operation in a content index to identify content item candidates; ranking the identified content item candidates based on the generated driving profiles; selecting, from the identified content item candidates, a content item having a ranking score above a predetermined threshold; and displaying the selected content item on a display device within the autonomous vehicle.