Entrupy, the hardware-enabled SaaS company known for its artificial intelligence-based product authentication technology, today debuted Entrupy Fingerprinting.
The new solution, created to keep counterfeits from penetrating supply chains, gives manufacturers, retailers and other stakeholders the ability to verify the identity of a physical object at any point during its product life cycle.
Using advanced computer vision techniques and microscopy, Entrupy Fingerprinting detects and records imperceptible variations that exist in every object, even those that are mass produced. The object’s “fingerprint” is stored in the Entrupy cloud platform, and, should verification be required in the future, a comparison scan run through the system will return the “match” or “no match” result nearly instantly.
The Entrupy Fingerprinting system has been tested across a broad range of products including luxury goods, apparel, cosmetics, electronics and industrial parts, and by various end users including a high-end, UK-based retail chain in partnership with its logistics provider. With the goal of preventing returns fraud without interrupting the customer experience or delaying returns, the retailer implemented Entrupy Fingerprinting on high-value goods immediately prior to shipping. If returned, the item can be instantly verified at the point of intake, expediting refunds and ensuring the real product cannot be switched with a replica.
“As commerce has become more global, it’s harder for brands and retailers to keep on top of their supply chain, and anytime they lose visibility, the risk of corruption emerges,” said Entrupy co-founder and CEO Vidyuth Srinivasan.
“From the factory to the store and beyond, Fingerprinting is a fast, easy way for businesses to virtually eliminate these risks. Without interrupting their existing processes and workflows, they can safeguard their customers and their own reputations from the harm caused by bad actors.”
Entrupy is a hardware-enabled SaaS company that uses computer vision algorithms and microscopy to bring trust to transactions of high-value physical goods. Currently in use by hundreds of secondary resellers and marketplaces worldwide, Entrupy provides the first scalable technology capable of authenticating luxury products from brands such as Louis Vuitton, Chanel and Hermès, among others. The service launched in 2016, following four years of research led by Ashlesh Sharma, Vidyuth Srinivasan and Lakshminarayanan Subramanian, Professor at New York University.
Investors include DG Lab Fund, deep learning pioneer and Facebook AI Research (FAIR) director, Yann LeCun, serial entrepreneur and investor Zach Coelius, cloud computing pioneer and Google VP of Infrastructure Eric Brewer, and Japanese venture capital firm, Accord Ventures. The company is privately held and based in New York City.
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