It’s not unusual to find counterfeit products in India. Street shops, magnanimous supermarkets, shopping hubs and even flea markets are flooded with all kinds of fake items. With deep penetration of internet, counterfeiting has spread its tentacles to online shopping as well. As technology becomes more accessible, counterfeiters are leaving no stone unturned to make strikingly similar copies of some of the best products in the world. At the same time, techies and anti-counterfeiting experts are utilising technology to develop impactful solutions against duplication.
AI (Artificial Intelligence) is one such game-changing technology which is bringing a revolutionary change in the way we fight counterfeiting. AI is developed to simulate most traits of human intelligence. It is a branch of computer science which aims at equipping machines with intelligence like us or it would be better to say that it makes machines think, learn, solve complex problems or make decisions like humans.
In the world of rampant counterfeiting different anti-duplication products and solutions are being used which include high-security holograms, barcodes, QR codes, track and trace, RFID (Radio-Frequency Identification) including many others. However, most of them have limitations and drawbacks. Amidst this situation, artificial intelligence can play a decisive role in countering duplication.
AI systems are highly capable of analysing and comparing large amounts of databases. This makes them better than humans because they take less time in making comparisons between genuine and fake products besides, they are also affordable when compared to human resources.
Let’s discuss how artificial intelligence has been efficiently implemented in different ways. One of the anti-counterfeiting firms uses GPU (Graphics Processing Unit) based computing and AI to counter fake products. The company works in collaboration with the manufacturers to implement its technology. The manufacturer affixes a traceable paper to the packaging of the product. The consumer uses an app to scan the traceable paper which is sent to the AI. The GPU based AI determines the genuineness of the product in a few seconds. This technology is less costly compared to RFID and helps to trace the product with precision.
Another anti-counterfeiting company uses a special microscopic camera system that captures images of the suspected products and transfers the images to the AI for analysis. The AI cross-checks the received images with its database of images of the original products and completes the authentication process in no time. The company claims to have achieved an accuracy of around 95%.
Due to its precision and cost-effectiveness, AI is being used by companies like Amazon and Alibaba. Of late, Amazon had utilized AI for its brand registry program which will cut down infringements by 99%. Alibaba is also not left behind in the race; the Chinese e-commerce giant has created big data anti-counterfeiting alliance with 20 international brands. It uses AI to detect flaws in product reviews and listings.
The main challenge lies in the implementation of such advanced technologies in India. Many companies in India have implemented QR code, track and trace, RFID and blockchain technology to secure their products from counterfeiting. However, still large number of companies are utilising security labels, security holograms, revenue stamps and other holographic security products which are cost effective and quite easy to implement. Holostik is a pioneer and leader in catering cutting-edge anti-counterfeiting solutions to different industries. The company has a legacy of securing some of the biggest brands and is evolving according to the changing needs of the market.
By Satyadeep Ray
Director, Sales & Marketing