Abstract: A user input is detected at a location within a content rendering user interface within which an image is rendered on a display screen. An object is identified, in real time using image recognition technology, within a portion of the rendered image at the location within the content rendering user interface. Individual user information retrieval preferences that identify information content of interest to a user are retrieved. Information about the identified object located within the portion of the rendered image that matches the retrieved individual user information retrieval preferences of the user is retrieved. The retrieved information about the identified object that matches the retrieved individual user information retrieval preferences of the user is outputted to the user.