From losing billions of dollars risking brand reputation, counterfeit products pose a threat to the luxury industry. The solution? Artificial intelligence. Authentication is harnessing the power of AI as luxury brands attempt to hold on to their exclusivity.
The fashion industry is turning to AI to help brands spot fraudulence. From the stitching to the patterns, to the materials, to the colour gradients, AI can detect the differences in these micro-details, identifying the real products from the fakes. Many companies are developing AI authentication systems, such as Authentique Verify (LVMH’s Patou brand made in collaboration with The ORDRE Group) and Entrupy. AI simplifies the process down to a simple photo.
If your friend takes a photo of your fake Gucci bag, the image can be run through the brand’s database, instantly spotting inconsistencies identifying it as a fake Gucci. Entrupy claims to complete this authentication process in under five minutes.
Burberry employs AI authentication technology to successfully verify products based on elements like weaving and textures, proving to be 98% accurate. Jimmy Choo and Deloitte’s Dupe Killers use AI to search for brand frauds, helping protect their brand reputation.
Another strategy for luxury authentication is the use of Blockchain. Louis Vuitton has implemented blockchain to ensure the security of a products’ history. Each item maintains a digital certificate linked to a blockchain ledger, tracking its journey from thread to jacket, making it more difficult for fakes to enter the market in the first place.
Counterfeit items pose a threat to the exclusive status that luxury is, damaging brands reputations and sales. With artificial intelligence being embraced by the industry, it can help uphold the high regard that so many luxury shoppers admire. Technology is working to redefine the standards of trust and transparency, advancing the fashion industry along with it.
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