In recent years, the production and sale of counterfeit fashion products has increased significantly. According to product authentication platform Certilogo, the fashion industry lost more than 45 billion euros due to counterfeit goods in 2020. According to Insider , Entrupy is a technology service that uses AI to authenticate branded handbags and sneakers on the resale market, ensuring customers own genuine goods.
According to Entrupy’s website, as of December 2020, AI technology was being used by hundreds of antique dealers. Interest in the tool is expected to increase significantly as businesses try to cash in on the AI craze. AI applications are an effective solution to help luxury retailers build trust with customers.
Currently Entrupy can only authenticate products from major brands like Balenciaga, Burberry, Gucci, and Louis Vuitton.
Entrupy was founded in 2012
In an interview with Elle magazine, Vidyuth Srinivasan, CEO of Entrupy, emphasized that the main purpose of this technology is to strengthen customer trust and provide third-party product verification. He said this helps consumers feel confident about the origin of the product and ensures that a third party is involved in verifying the product.
In October 2022, TikTok announced a partnership with Entrupy to verify whether products sold on TikTok Shop are authentic or counterfeit.
To use the AI authentication tool, users must take photos of the product from multiple angles after placing their smartphone on Entrupy’s device. Entrupy’s lens magnifies the object up to 260 times, so it can detect small flaws in counterfeits such as color, material, or logo.
The photos are then cross-referenced against a database of millions of real product images using an AI algorithm. Within minutes, Entrupy can determine whether a product is real or fake. However, the company notes that the technology has a 99.1% accuracy rate. Entrupy also provides an official certificate that retailers can display if the product is verified as authentic.
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