An intelligent antenna system for extending the effective communication range of a machine-readable passive tag. The system includes intelligence that allows one of a plurality of extension antennas to be active at any given time in order to both facilitate communications and safeguard the system. The machine-readable tag and antenna system may be embedded in a structure. In a further embodiment, the system may include multiple passive tags that are active in correspondence to a display or advertisement currently being exhibited. The system includes means for operatively coupling a designated machine-readable tag to the embedded antenna network previously described.