The Entrupy tool offers a “verification” service for branded items.

Entrupy was founded a decade ago and claims its AI technology was used by “hundreds of vintage brand retailers” as of December 2020 (actually, the tool is still only available to these retailers).

Entrupy determines the authenticity of only luxury goods from brands such as Balenciaga, Burberry, Gucci and Louis Vuitton. The accuracy of the result, according to the company, reaches 99.1%.

“The point is to add trust to buyers and offer third-party verification,” says Vidyut Srinivasan, co-founder and CEO of Entrupy.

Interest in Entrupy grew last October when TikTok partnered with the company to determine the authenticity of goods on its e-commerce platform TikTok Shop.

How to use the tool? The service offers to upload a photo of a product from every possible viewing angle after pairing it with Entrupy’s hardware device, which has a microscopic lens that the company says can zoom in on the phone’s camera to take more detailed photos of items like the product’s logo and material.

Next, the photos are automatically compared with a database of millions of images of the authentic product using artificial intelligence algorithms, and in a few minutes Entrupy makes its verdict. The company also offers an official certificate that retailers can use to confirm the authenticity of the product.

Other hardware AI devices this year include the second version of Ray-Ban smart glasses from Meta and a smartphone without a screen from Humane.