The Future of Anti-Counterfeit: LVMH's Patou Leverages AI for Authenticity
Credit: Image courtesy of Aunthentique.
AI technology is being leveraged by luxury fashion brand Patou, owned by LVMH, in its fight against counterfeits. In collaboration with its technology partner Ordre, Patou has introduced a new AI-powered authentication system called Authentique, which allows customers to verify the authenticity of a protected Patou product using just their phone camera and an app.
Unlike other AI-based authentication technologies, Authentique is designed for average consumers, making it easy to use and eliminating the need for special tags or chips. The system creates a unique digital fingerprint of each product during production, which is stored as a non-fungible token (NFT) to prevent alteration.
When customers later use the app to take a photo of the same location on the product, the algorithm compares the generated code with the one on file to determine authenticity. The accuracy rate of Authentique is currently over 99% and improving, according to Simon Lock, CEO of Ordre.
The use of AI in fighting counterfeits is gaining traction in the fashion industry, with luxury brands and resale businesses embracing the technology as a solution to the persistent problem of fake products.
Credit: Image courtesy of Aunthentique.
Global trade in fake and pirated goods reached staggering figures of up to $464 billion in 2019, with fashion products being the most commonly seized by customs worldwide. The secondhand market, in particular, is a major focus for using AI to detect counterfeits, as platforms like The RealReal and StockX face allegations of fake products slipping through their defenses.
While evidence suggests that AI can be effective in detecting fakes, experts emphasize that the best results come from combining technology with human expertise. Andrew Van Horn, a post-doctoral fellow in data science in art at Case Western Reserve University, points out that a mix of AI and trained humans who know what to look for is crucial in achieving accuracy in authentication. While AI can analyze patterns and data on a microscopic level, trained human authenticators bring contextual knowledge and expertise that complement the technology.
Patou's implementation of Authentique is a step forward in the fashion industry's fight against counterfeits, as it embeds AI-powered protections into products from the production stage itself. By creating a digital fingerprint of each product, Authentique provides a unique and secure way for customers to verify the authenticity of their purchases. The success of this approach will be closely monitored by LVMH, and if proven effective, could potentially be implemented by other brands within the group.
As the fashion industry continues to battle counterfeits, AI is increasingly being seen as a powerful tool to detect fake products and protect consumers. With advancements in technology, the use of AI in authentication processes is expected to expand to other product categories beyond clothing, shoes, and accessories. While the fight against counterfeits may never be completely eradicated, AI offers a new dimension of protection by leveraging its ability to detect patterns and analyze data indiscernible to humans.
Source: Business of Fashion