First company to test the new Cypheme-founded AI-driven technology to detect fake products, fashion brand Lacoste is leveraging artificial intelligence (AI) to strengthen its anti-counterfeiting efforts.
The new Cypheme technology identifies counterfeit items through visual analysis. It takes a photo of the specific product details, such as Lacoste’s iconic crocodile logo, to verify the product’s authenticity, allowing the brand to swiftly identify and remove fake items from the market.
The technology analyses details on a microscopic level, achieving a 99.7 per cent accuracy rate, according to the company. Lacoste also benefits from an anti-copy label equipped with advanced algorithms and an artificial neural network, enabling the brand to authenticate products and trace the origin of counterfeit goods.
The fashion industry continues to face significant challenges with counterfeiting. In 2023, US Customs and Border Protection reported that 26.2 per cent of all counterfeit seizures were apparel and accessories. Other affected categories include handbags (24 per cent), watches and jewelry (15.6 per cent), and footwear (11.6 per cent).
As per a study by the Michigan State University, nearly 70 per cent of consumers unintentionally purchased counterfeit items online at least once between 2022 and 2023. Saleem Alhabash. Professor, MSU notes, counterfeiters exploit vulnerabilities in the supply chain, which can lead to financial losses for retailers and, in some cases, risk consumer safety.
