An information processing system comprising: a communication unit configured to receive at least current position information regarding a user by a position sensor and congestion information related to a congestion of an area; and a control unit configured to determine that a predetermined area containing the position indicated by the current position information is an area that makes people staying in the predetermined area feel unpleasant on a basis of the congestion information and based on estimating whether the user is waiting in a line on a basis of the current position information regarding the user and on a basis of face recognition performed on an image captured by a camera sensor, and cause the communication unit, if the control unit determines that the predetermined area containing the position indicated by the current position information is an area that makes people staying in the predetermined area feel unpleasant, to distribute specific content to the user, wherein the specific content is AR content related to the line to be distributed to a display device disposed near the user if the user is estimated to be waiting in the line, and wherein the display device disposed near the user includes a display terminal device carried by an other user present near the user, and the control unit is configured to cause the AR content related to the line to be distributed to display terminal devices carried by the user and the other user if the user is estimated to be waiting in the line. a communication unit configured to receive at least current position information regarding a user by a position sensor and congestion information related to a congestion of an area; and a control unit configured to determine that a predetermined area containing the position indicated by the current position information is an area that makes people staying in the predetermined area feel unpleasant on a basis of the congestion information and based on estimating whether the user is waiting in a line on a basis of the current position information regarding the user and on a basis of face recognition performed on an image captured by a camera sensor, and cause the communication unit, if the control unit determines that the predetermined area containing the position indicated by the current position information is an area that makes people staying in the predetermined area feel unpleasant, to distribute specific content to the user, wherein the specific content is AR content related to the line to be distributed to a display device disposed near the user if the user is estimated to be waiting in the line, and wherein the display device disposed near the user includes a display terminal device carried by an other user present near the user, and the control unit is configured to cause the AR content related to the line to be distributed to display terminal devices carried by the user and the other user if the user is estimated to be waiting in the line. determine that a predetermined area containing the position indicated by the current position information is an area that makes people staying in the predetermined area feel unpleasant on a basis of the congestion information and based on estimating whether the user is waiting in a line on a basis of the current position information regarding the user and on a basis of face recognition performed on an image captured by a camera sensor, and cause the communication unit, if the control unit determines that the predetermined area containing the position indicated by the current position information is an area that makes people staying in the predetermined area feel unpleasant, to distribute specific content to the user, wherein the specific content is AR content related to the line to be distributed to a display device disposed near the user if the user is estimated to be waiting in the line, and wherein the display device disposed near the user includes a display terminal device carried by an other user present near the user, and the control unit is configured to cause the AR content related to the line to be distributed to display terminal devices carried by the user and the other user if the user is estimated to be waiting in the line.