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This post was created in partnership with IRCODE
Television has long been a passive experience, but what if you could engage with your screen in real time?
At the ADWEEK House Austin Fireside Chat, interactive technology took center stage as Matty Beckerman, founder of IRCODE, explored how AI-powered engagement is reshaping television. In conversation with ADWEEK CEO Will Lee, Beckerman revealed how IRCODE transforms TV into an interactive experience—allowing viewers to shop, access exclusive content, and connect with brands in real time. By eliminating the need for QR codes, the platform makes television more seamless, personalized, and actionable for audiences and advertisers alike.
Making TV interactive without the QR code clutter
For years, brands and broadcasters have tried to make television more interactive, but solutions often required overlays like QR codes. Beckerman and his team at IRCODE found a way around this.
“What we’ve built is a real second-screen experience,” he explained. “The image itself is the code. There’s no need to add a QR code—just scan the screen with our app.”
With technology developed from drone image recognition research, users interact with content as it unfolds. Whether viewers want to learn more about a product, access exclusive content, or support an athlete’s charity, IRCODE transforms any frame into an interactive experience.
Bridging players, brands, and fans instantly
One of IRCODE’s standout applications is in sports broadcasting. For the Super Bowl, the platform partnered with Miami Dolphins wide receiver Braxton Berrios. During the game, fans could scan the TV screen and access Berrios’ stats, social media, and philanthropic initiatives.
“It’s game-changing for NIL [Name, Image, and Likeness] deals and college sports,” Beckerman noted. “Fans watching college basketball might not know the players. But, with IRCODE, they can scan the screen and immediately get all the details.” This level of access deepens the connection between athletes and their fans while also providing exposure for brands and sponsors.
Beyond sports, the platform extends to retail. “Imagine watching a TV show and instantly identifying the jacket an actor is wearing,” Beckerman said. “We did that with Kendrick Lamar’s halftime show. People could scan and find the exact jeans he wore.”
Expanding interactive content to everyday life
As the technology expands, so do its possibilities. Beckerman envisions a world where people can instantly identify any object and access deeper information. “Think of it as a Wikipedia for the real world,” he said. “Users can create their own IRCODEs, tagging anything from landmarks to products, making information more accessible.”
“We’re essentially bringing Google AdWords into the real world,” Beckerman explained. “Brands now get direct feedback on who is engaging with their content and can retarget accordingly.” This level of precision in attribution has the potential to reshape advertising strategies.
AI and authenticity in a digital world
While AI raises concerns about authenticity, IRCODE is finding ways to solve this challenge. “Our technology could eventually authenticate whether an image was AI-generated or created by a real person,” Beckerman noted. “This could be a major shift in protecting creative ownership and transparency in digital media.”