I would reduce it to first principles to cut through what is essentially marketing talk.
Infra red is a range of wavelengths of light.
Light is range of wavelengths of electromagnetic radiation.
Radiation is the transfer of energy enabled via the elementary particle the photon.
So sounds like you want to heat something by transferring energy to it using photons, ie by using radiation as the transfer mechanism.
Light (electromagnetic radiation) does not need to be "infrared" to transfer energy (heat something up), all that is required is that the light be absorbed by the target and not reflected. However in certain circumstances you might want a "heat lamp", which is a light source heavy on the infra red spectrum. These have a photon flux that is high in the non visible spectra, ie, so you feel the warmth, but are not blinded by it. This is specifically a human quirk because we don't see the IR spectrum, not because its ability to transfer energy is different.
You might specifically want IR radiation if other wavelengths of light negatively impact the target or the target is reflective at those other wavelengths (and painting it is not an option). Or if you have optics or other materials in the way that are opaque to visible but transparent in IR.
But if you just want to heat something with light, all you need is enough power and ensure the light is absorbed.