Currently only available to luxury retailers, Entrupy claims its tool can authenticate products from luxury brands like Balenciaga, Burberry, Gucci and Louis Vuitton. Using AI could be a way for luxury goods retailers to build trust with their customers who might be hesitant to purchase products that aren’t real.
“The goal of this is to add trust and make it verifiable as a third party,” said Vidyuth Srinivasan, co-founder and CEO of Entrupy. She in a recent interview. “The consumer has the certainty that there is not just one person who says it is authentic, there is also a third party who is not invested in the transaction, who certifies it.”
Entrupy claims to have a 99.1% accuracy rate
The renewed interest in the AI service dates back to last October, when Tic Tac announced its partnership with Entrupy to identify whether products on its new e-commerce platform TikTok Shop are fake. This partnership comes at a time when generative AI tools like OpenAI ChatGPT took the world by storm.
To use the AI-powered authenticator, users are asked to take photos of the product from all possible angles after inserting their smartphone into Entrupy’s hardware device. The device has a microscopic lens that the company says can enlarge the phone’s camera to take granular photos of features like a product’s design plate and material.
The photos are then cross-referenced with a database of millions of authentic inventory photos using an AI algorithm. In just a few minutes, Entrupy can determine whether the product is real or not, which its website says has a 99.1% accuracy rate. The company generates an official certificate that retailers can display if the product is deemed authentic.
It can currently only authenticate major brands
Still, the product isn’t perfect: Entrupy’s CEO told Elle that he can only authenticate accessories from major brands, because those are the most likely to be fraudulent.
Entrupy did not immediately respond to Business Insider’s request for comment.
The AI-powered authenticator isn’t the only AI hardware device getting attention this year.