IRCODE has unveiled IRCODE Lens at Brandweek 2025, presenting a new visual recognition infrastructure that allows enterprise brands to fully own their digital interactions and first party data. The company positions Lens as the first solution of its kind created exclusively for brand environments, giving businesses the ability to embed a secure visual recognition feature directly into their own mobile apps or websites. With this capability, customers can scan branded materials such as packaging, broadcast content, signage, or ads and receive promotions, interactive experiences, or digital services without ever leaving the brand’s platform.
The technology behind Lens uses IRCODE’s patented exact match scanning approach which turns any product image or live moment into a unique digital interaction point that works reliably even in challenging arenas including retail aisles and out of home displays. Each scan becomes a precise source of data attribution, helping marketers understand real time engagement across physical and digital channels that were once difficult to track. IRCODE is positioning the technology as an answer to many problems facing modern digital marketers as they navigate reduced access to third party data and the limitations that come with privacy regulations. By enabling brands to determine what content can be recognized and by whom, all resulting customer intelligence remains privately owned by the enterprise.
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Matty Beckerman, CEO of IRCODE, emphasized that the current landscape often forces engagement through platforms that collect their own data rather than enabling brands to maintain control. “Most visual recognition products are designed for open discovery, giving brands little control over their own data or user experience,” said Matty Beckerman, CEO of IRCODE. “IRCODE Lens delivers true end to end ownership, giving enterprises the infrastructure to measure every visual impression, capture actionable insights, and transform engagement into conversion, all without sacrificing privacy or control.”
Lens arrives with a secure SDK and supportive integration tools that streamline deployment on enterprise mobile systems. Brands can build custom scanning experiences while maintaining a private recognition database and access to advanced asset management and analytics. This infrastructure allows companies to monitor intent and behavior across all visual environments, building an omni channel attribution capability while preserving privacy and strengthening data accuracy.
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The Emmy Award winning digital and streaming network BEONDTV is the first to adopt IRCODE Lens through the BEONDTV+ Lens experience. With the technology built into its application, viewers can interact with live and recorded media by scanning what they see to shop products, participate in promotions, or unlock unique content without switching platforms. The network has already recorded increased conversion and deeper engagement inside the app, demonstrating how visual scanning can direct attention from broadcast exposure into measurable user actions.
IRCODE believes Lens will redefine how brands evaluate campaigns, products, and creative performance in the real world. Every branded interaction becomes a data rich moment that supports better insight, stronger ownership, and a more connected customer experience. The company sees this approach as a pathway to long term customer value, enabling marketers to control the full journey from discovery to conversion while accessing actionable first party data that was previously difficult to capture.
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