Sinclair, Inc. (Nasdaq: SBGI) has made a strategic investment in IRCODE, a computer vision and AI company, and will deploy the technology across its broadcast stations in Salt Lake City and Austin beginning in July, according to a press release.

The partnership centers on IRCODE Lens, a white-label interactive layer that allows viewers to point their phone camera at a television screen through a Sinclair station app to access products, promotions, or other content tied to what is on screen. The technology uses real-time image recognition without QR codes and operates within the broadcaster's existing apps, keeping engagement and conversion data first-party to the station and advertiser.

IRCODE says its image recognition technology currently operates across 52 countries and identifies broadcast content at the frame level across formats.

"Television has always delivered the audience. What it could not deliver was the proof of what happened next," said Matty Beckerman, CEO of IRCODE. "We give broadcasters and their advertisers the infrastructure to make every moment on screen interactive, measurable, and connected to a real outcome."

"Advertisers increasingly expect the same measurement, attribution, and performance insights they receive from digital platforms," said JR McCabe, Chief Business Officer of Sinclair. "Our investment in IRCODE represents an important step in bringing those capabilities to broadcast television."

Sinclair owns, operates, or provides services to 177 television stations in 79 markets. The company said the rollout is planned to expand to additional markets through the year, with potential extension into its sports properties.