Luxury Brands Develop Digital IDs to Combat Booming Counterfeit Market
High-end fashion houses are turning to new technologies like digital IDs, AI detection, and blockchain tracking to help combat the explosion of counterfeit goods sold online and normalized by social media. But human expertise remains essential as “superfake” knockoffs become harder to distinguish from originals. Powerful AI-driven apps like Entrupy and Ordre’s Authentique system can purportedly spot fake bags and shoes by analyzing a few images. Ordre’s technology creates a unique digital “fingerprint” for each item based on minute manufacturing details. The fingerprint is then registered via blockchain, making it secure yet traceable across an item’s lifecycle. The Aura Blockchain
November 07, 2023