How IRCode inspires new creative strategies that improve brand engagement
This article was created in partnership with IRCode
As online interaction evolves, so does the way brands connect with their audiences. At Adweek’s CES House Sunset, Matty Beckerman, Founder and CEO of IRCode, demonstrated a revolutionary technology (IRCode) poised to transform industries from retail to entertainment.
IRCode replaces traditional QR codes by embedding actionable data directly into images. With this AI-based technology, users can scan objects, visuals or screens using their smartphone and instantly access related products, information or services. This innovation opens new ways for brands to interact with consumers, transforming digital experiences through television, advertising and even everyday objects.
A visionary concept born from creativity
As Beckerman explained to the audience, IRCode was inspired by his diverse experiences in filmmaking, photography and information systems. “I really started IRCode as a basis for allowing any image you find to be able to trace where it came from and who created it,” he said. Although initially focused on protecting artists’ copyrights, the potential of this technology quickly grew. “We found different use cases way 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 smartphone without the need for an intermediary QR code.
In a live demo, Beckerman demonstrated shoppable TV, where viewers can scan their screens to purchase items featured on a show. “The great thing is the TV show is the code,” Beckerman said, pointing out how users can scan screens to see product details and purchase them through platforms like Amazon. “It’s the future and sort of the holy grail of what people have been trying to do forever for shoppable television.”
The possibilities don’t stop at television. IRCode has wide-ranging applications, from retail and advertising to restaurant menus and branding. For example, restaurants can replace static menus with IRCode-compliant designs, allowing diners to scan and access detailed menu descriptions or nutritional information. The customization potential makes IRCode adaptable to various industries.
Simplifying complex technology
Beckerman emphasized the simplicity of 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, the IRCode app allows users to easily scan images, create custom IR codes, and link them to websites, providing endless possibilities for personalization and engagement. During the event, participants experimented with the application, scanned objects and explored its capabilities.
Looking to the future
Beckerman shared his excitement about IRCode’s partnership with Adweek events, highlighting its success at Brandweek and hinting at future collaborations.
At the end of the event, Beckerman left attendees with an open invitation to explore IRCode’s transformative capabilities. “Please come and say hello,” he said. “We are really passionate about this technology and its prospects. »
