Non-limiting examples of the present disclosure describe surfacing of contextual suggestions for image content within an applications/service, a non-limiting example of which is a camera application. Image content is captured through a camera application executing on a computing device. A determination of user intent is generated based on an analysis of a result of execution of image recognition processing on the image content and a result of an analysis of context for data associated with the image content. As an example, processing operations related to determining user intent may be executed by an intelligent personal assistant service that is executing on the computing device. One or more contextual suggestions for the image content are generated based on the determination of the user intent. The contextual suggestions for the image content are surfaced, for example, within the camera application or an accessory device connected with the computing device, among other examples.