Watching television could become an entirely different experience thanks to software called Dive that lets the viewer control advertisements with the touch of a button.

Instead of the traditional commercial interrupting your favorite television show, the software uses artificial intelligence to both identify and catalog objects appearing on screen, tagging these items with information such as where the product is sold and its price tag.

For instance, a viewer may like a dress that a character on her favorite show is wearing. With Dive, the viewer could simply click a button for more information about the dress. The system would, likewise, work for other products as well, including décor, music and locale.

"If the advert is something that is not relevant to the content I am watching, I am likely to find it annoying, even if that advert itself is of high quality," said Sharique Husain, co-founder of Dive. "However, if the advert is relevant to what I'm watching and perhaps comes at the right moment when I could be interested, it becomes an experience."

"Different viewers who are watching the same thing at the same time, can be shown different adverts," said Husain. "Content is king, but in times of over-supply of content, it's the enrichment of content with contextual experience and personalization that is going to make the difference."

Creators continue to fine-tune the software and envision using it in conjunction with product placement agreements where the viewer can purchase items by clicking directly on the item as it is featured on the program.