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 Soirée, Matty Beckerman, founder and CEO of IRCode, demonstrated a groundbreaking technology (IRCode) poised to transform industries ranging from retail to entertainment.

IRCode replaces traditional QR codes by embedding actionable data directly into images. With this AI-powered technology, users can scan objects, visuals, or screens using their smartphones and instantly access related products, information, or services. This innovation opens new avenues for brands to engage with consumers, transforming digital experiences across 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 filmmaking, photography, and information systems. “I really started IRCode as a basis to allow for any image that 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 just the art world,” Beckerman added.

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,” Beckerman noted. This allows consumers to scan objects and images directly through their smartphones without needing an intermediary QR code.

In a live demo, Beckerman showcased shoppable television, where viewers can scan their screens to purchase items featured in 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 purchase them through platforms like Amazon. “This is the future and sort of the holy grail of what people have been trying to do for shoppable television forever.”

The possibilities don’t end with TV. IRCode has wide-ranging applications, from retail and advertisements to restaurant menus and custom branding. For example, restaurants can replace static menus with IRCode-enabled designs, allowing diners to scan and access detailed menu descriptions or nutritional information. The customization potential makes IRCode adaptable for various 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 them to websites, offering endless possibilities for personalization and engagement. During the event, attendees experimented with the app, scanning objects, and exploring its capabilities firsthand.

Looking ahead

Beckerman shared his excitement about IRCode’s partnership 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 IRCode’s transformative capabilities. “Please come up and say hi,” he said. “We’re really passionate about this technology and where it’s going.”