Abstract: A digital content generating system comprising mobile computing devices in communication with a server. A sensor data analyser receives data, generated by the sensors one of the mobile devices in respect of a real-world scene and determines features of the real-world scene from the data. A data analytics system matches the real-world scene features and user preferences with digital content items to create personalised digital content for the user of the mobile device. The system therefore dynamically generates digital content that is automatically and contextually constructed, the context being created from automatically-sensed features in the user's physical environment and from the user's interests and opinions.