How IRCode Is Inspiring New Creative Strategies that Enhance Brand Engagement

This post was created in partnership with IRCode

Online interaction is evolving, and so is how brands connect with their audiences. At Adweek’s CES House Sunset EveningMatty Beckerman, founder and CEO of IRCode, demonstrated a revolutionary technology (IRCode) poised to transform industries ranging from retail to entertainment.

IRCode replaces traditional QR codes by embedding actionable data directly into the image. With this AI-powered technology, users can scan objects, visuals or screens with their smartphones and immediately access related products, information or services. This innovation opens up new avenues for brands to engage with consumers, transforming digital experiences into TV, advertising and even everyday objects.

A visionary concept born from creativity

As Beckerman explained to the audience, IRCode was inspired by his diverse background in cinematography, photography and information systems. “I actually started IRCode as a basis to allow any image you find to be able to tell the provenance and the person who created it,” he said. While initially focused on copyright protection for artists, the technology’s potential quickly expanded. “We found different use cases far beyond the art world,” added Beckerman.

How it works: From TV to retail

Unlike traditional QR codes, IRCode uses advanced computer vision and neural networks to map the world. “The image itself is the code,” said Beckerman. This allows consumers to scan objects and images directly through their smartphones without the need for an intermediary QR code.

In a live demo, Beckerman showed off television, where viewers can scan their screens to buy items featured on a show. “What’s great about this is the TV show is the code,” Beckerman said, highlighting how users can scan screens to see details about products and buy them through platforms like Amazon. “This is the future and sort of the holy grail of what people have been trying to do for affordable television forever.”

The possibilities don’t end with TV. IRCode has a wide range of applications, from retail and advertising to restaurant menus and custom branding. For example, restaurants can replace static menus with IRCode enabled designs, allowing customers to scan and access detailed menu descriptions or nutritional information. The customization potential makes IRCode adaptable for different industries.

Simplifying complex technology

Beckerman emphasized the simplicity behind IRCode’s sophisticated technology. “People have been trying to do this on digital video for literally two decades,” he said. “The best technology is often the simplest.”

For example, IRCode’s app allows users to easily scan images, create custom IR codes, and link to websites, offering endless possibilities for personalization and engagement. During the event, participants experienced the app, scanning objects, and exploring its capabilities first-hand.

Looking ahead

Beckerman shared his excitement about IRCode’s collaboration with Adweek events, noting its success at Brandweek and hinting at future collaborations.

As the event concluded, Beckerman left attendees with an open invitation to explore the transformative capabilities of IRCode. “Please come and say hello,” he said. “We’re really passionate about this technology and where it’s going.”