The Entrupy company relies on artificial intelligence technology to verify the authenticity of counterfeit luxury products, aiming to ensure that customers purchase genuine products.
Established in 2012, the company claims that hundreds of traditional retailers have benefited from its technology until December 2020 to ensure the authenticity of handbags and sneakers.
Companies’ interest in the tool may continue to increase as they seek to leverage the benefits of AI attention.
Currently, the technology is offered to luxury goods distributors, and Entrupy claims that its tool is capable of verifying the authenticity of products from luxury brands such as Balenciaga, Burberry, Gucci, and Louis Vuitton.
AI can be used as a means for luxury product distributors to build trust with customers who may hesitate to buy counterfeit products.
Vidit Sehgal, Co-Founder and CEO of Entrupy, stated: “The main goal is to increase confidence and make it tangible and verifiable.”
Last October witnessed the popularity of the renewed service, as TikTok announced its collaboration with Entrupy to verify whether the products on the new commerce platform TikTok Shop are authentic or not.
This partnership comes at a time of proliferation of generative AI tools, such as OpenAI’s ChatGPT, in the world.
Individuals are required to take photos of the product from all possible angles after placing their smartphones in an Entrupy device to use the technology-backed authentication tool.
The device includes a microscopic lens claimed by the company to be able to magnify the phone’s camera to capture precise images of various features, such as the product maker’s identification plate and material.
Then, the photos are sent to a database containing millions of images of authentic products using AI technology.
Entrupy can, within minutes, determine the product’s authenticity, whether it is genuine or not, claiming that this assessment has an accuracy rate estimated at around 99.1%.
Entrupy issues an official certificate that retail traders can present if it is confirmed that the product is genuine. The company clarified that it can only verify luxury goods for major brands because they are heavily counterfeited.
Indications suggest that Entrupy’s authentication tool is not the only AI-powered device drawing interest this year, as Meta launched the second version of its smart glasses, Ray-Ban Meta, in September, allowing users to interact with it through the embedded AI assistant.
