Beyond the QR Code: How IRCODE Aims to Make the Visual World Scannable
A conversation with Matty Beckerman, CEO of IRCODE at Cannes Lions
Imagine pointing your phone at a television screen, a fashion spread, or a Renaissance painting and unlocking a layer of rich, contextual digital content without needing a QR code or visible prompt. This is the ambition of IRCODE a visual recognition platform developed from drone navigation technology and now led by CEO and founder Matty Beckerman.
The Media Stack met Matty Beckerman aboard the IRCODE yacht at the Cannes Lions Festival to discuss the origins of the company, its go-to-market strategy, and how a “scannable” world may change the relationship between media, technology and commerce.
From Military Drones to Interactive Media
The foundation of IRCODE lies in research originally designed for autonomous navigation. CTO Philip Holtschneider developed visual positioning systems that allowed drones to map and orient themselves using only visual input, without relying on GPS. The technology was precise enough to guide unmanned vehicles through complex environments using image recogni…
