Beyond QR Codes: Matty Beckerman on the Future of Interactive Media

In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Matty Beckerman, Founder and CEO of IRCODE, to explore how image recognition technology is transforming the future of marketing engagement, measurement, and commerce. They discuss how computer vision AI is replacing traditional QR codes by allowing consumers to interact directly with real-world content across TV, out-of-home, and retail.

Matty shares how IRCODE helps brands unlock real-time attribution, prove campaign ROI, and turn passive viewing experiences into measurable customer journeys. The conversation also explores the future of interactive sports, entertainment, and product placement, revealing how brands can create seamless, scannable experiences that connect audiences with content, products, and purchases.

What You'll Learn:

How to eliminate QR codes from campaigns by leveraging advanced computer vision AI
Why TV measurement has become your biggest competitive advantage
The White Label Lens Framework for custom brand ecosystems
How to convert passive viewing into active commerce
The measurement dashboard strategy for proving ROI
Why live sports and entertainment events represent your 2026 growth opportunity

About the Guest:

Matty Beckerman is the Founder and CEO of IRCODE, a pioneering image recognition technology company transforming how brands engage with consumers in the real world. With a creative background as a filmmaker, record label owner, and director, Beckerman brings a unique perspective to marketing innovation, combining artistic vision with cutting-edge computer vision AI. IRCODE's patented technology enables seamless scanning of any real-world content, from billboards to TV broadcasts to product packaging, without QR codes, while providing comprehensive measurement and attribution data that was previously unavailable.

Guest Resources:

Matty Beckerman on LinkedIn
IRCODE Website
Ryan Joe on LinkedIn
ADWEEK Website

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