Adisplay apparatus comprising: a display; and a processor configured to: in response to obtaining a first image, identify a style corresponding to a use environment of the display apparatus by obtaining context information related to the use environment of the electronic apparatus at the current point in time and using a context table to identify a style from the context information, among a plurality of styles which are applicable to the first image, wherein the information related to the use environment comprises information on at least one of a use time, a use place, a use history, or a surrounding environment, of the display apparatus, and wherein the identified style comprises at least one of a hue of the first image, a saturation of the first image, a brightness of the first image, a contrast of the first image, an edge type for an object in the first image, or a texture type applied to the object, obtain model data corresponding to the identified style from a style-and-model database, wherein the model data comprises an Al model previously generated by learning a plurality of images, obtain a second image by converting a style of the first image based on the obtained model data and generating the second image based on the Al model, and control the display to display the second image. a display; and a processor configured to: in response to obtaining a first image, identify a style corresponding to a use environment of the display apparatus by obtaining context information related to the use environment of the electronic apparatus at the current point in time and using a context table to identify a style from the context information, among a plurality of styles which are applicable to the first image, wherein the information related to the use environment comprises information on at least one of a use time, a use place, a use history, or a surrounding environment, of the display apparatus, and wherein the identified style comprises at least one of a hue of the first image, a saturation of the first image, a brightness of the first image, a contrast of the first image, an edge type for an object in the first image, or a texture type applied to the object, obtain model data corresponding to the identified style from a style-and-model database, wherein the model data comprises an Al model previously generated by learning a plurality of images, obtain a second image by converting a style of the first image based on the obtained model data and generating the second image based on the Al model, and control the display to display the second image. in response to obtaining a first image, identify a style corresponding to a use environment of the display apparatus by obtaining context information related to the use environment of the electronic apparatus at the current point in time and using a context table to identify a style from the context information, among a plurality of styles which are applicable to the first image, wherein the information related to the use environment comprises information on at least one of a use time, a use place, a use history, or a surrounding environment, of the display apparatus, and wherein the identified style comprises at least one of a hue of the first image, a saturation of the first image, a brightness of the first image, a contrast of the first image, an edge type for an object in the first image, or a texture type applied to the object, obtain model data corresponding to the identified style from a style-and-model database, wherein the model data comprises an Al model previously generated by learning a plurality of images, obtain a second image by converting a style of the first image based on the obtained model data and generating the second image based on the Al model, and control the display to display the second image.