Lacoste onboard with Cypheme AI powered tool that detects fake products and eliminates counterfeits

French company Cypheme reports that Vrai AI, its AI anti-counterfeit technology that can detect fake products based on just a picture of a specific detail of a product or label, purely with visual analysis, is now available to brands worldwide.

Lacoste is the first company to tap this technology.

By incorporating Cypheme’s solution, which examines microscopic visual details of a specific feature of the product, the AI can differentiate a real from a fake, much in a way similar to a human expert.

No modification of the product, no special label, or hidden marker is needed. For Lacoste, Cypheme uses the famous and iconic crocodile logo to identify fakes among a wide variety of the firm’s products.

For certain types of products, however, the use of Cypheme’s Noise Print Label, a proprietary fingerprint anti-counterfeit label that protects every product it is affixed on, is also available.

Noise Print is an anti-copy label that utilises a set of algorithms powered by an artificial neural network that verifies a product’s authenticity. Noise Print can also help trace back the origin points where fake products are known to be made.  

“Today, according the European Union Agency for Law Enforcement Cooperation, counterfeiting represents 2.5% of the world’s trade, or $461 billion, and puts low quality goods on the market, generating risks for health, well-being, security and safety,” says Hugo Garcia-Cotte, CEO, Cypheme.

“Implementing anti-counterfeiting technologies helps brands combat piracy, secure operations, enhance revenue and improve customer engagement, however they do not stop at just that, they have a much larger impact, helping shape safer societies overall.” 

2024 RTIH INNOVATION AWARDS

AI is a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.