New Tech Uses Product ‘Fingerprints’ To Detect Counterfeits

Entrupy has launched a fingerprinting solution to counteract the growth of counterfeit products, according to a press release. The company’s company’s tech uses computer vision techniques, artificial intelligence and machine learning to verify the authenticity of designer and luxury goods through a fingerprint-like match stored in the cloud. The Entrupy Fingerprinting system, which relies on a mobile app, has been tested by an upscale retail chain in the United Kingdom. The retailer, which Entrupy did not identify, used the system on high-value goods to prevent returns fraud. Verify returns instantly at the point of intake expedites returns and detects if a replica product has been substituted, according to Entrupy. The company said the system has been tested in diverse categories, including apparel, cosmetics, luxury goods, electronics and industrial parts. Brands currently authenticated include Balenciaga, Bottega Veneta, Burberry, Celine, Chanel, Chloé, Coach, Dior, Fendi, Goyard, Gucci, Hermès, Louis Vuitton, Prada and Saint Laurent, according to Entrupy’s website. Read more at Retail Dive.