Maison de Vapotage and Privately eye millions of AI powered age checks for French retailers

Vape industry firm Maison de Vapotage has launched a new partnership with Privately and rolled out the latter’s AI powered age verification technology AgeAI across tobacconists in France. 

The collaboration will help retailers comply with regulations on the sale of age restricted products such as vapes, tobacco, alcohol, and gaming scratch cards. As of 31st March, AgeAI was active in more than 40 stores across France and performing over 10,000 daily age check transactions.

Maison de Vapotage’s products are currently present in more than 9,000 tobacconists, and the company expects to deploy AgeAI in hundreds of those shops immediately, with thousands to follow by the end of 2025.

“Tabacs are facing immense pressure to ensure age restricted products are not sold to minors,” says Vincent Durieux, founder of Maison de Vapotage. “But with individual shops serving up to 2,000 customers daily, visual age checks are neither realistic nor effective. AgeAI gives our clients a simple, fast and accurate way to verify age and stay compliant – without the risk or conflict resulting from unnecessary age checks.”

Unlike most other European markets, France’s 22,000+ tabacs are independent businesses operating under a unique distribution monopoly. Maison de Vapotage has supported these outlets since 2010, originally as an e-liquid manufacturer but now also as a furniture, shop design, and retail solutions provider.

The company is acting as a value added distributor of AgeAI, bundling Privately’s software with appropriate hardware, staff training, and first line support.

“We’ve worked closely with the Privately team to ensure AgeAI meets the day-to-day needs of tabacs,” says Durieux. “Their willingness to adapt the product based on feedback from our field teams and retailers has been key to the partnership. Like most countries there is concern in France about the use of AI, especially from consumers. But we’ve found that the value of AgeAI far outweighs any doubts – it’s fast, non-intrusive, and relieves pressure on staff.”

“We are very excited about partnering with MdV to bring automated and privacy preserving age checks to France,” says Deepak Tewari, CEO, Privately. “We have worked together closely for the last six months to accommodate store owner’s feedback into the product, enhancing features such as the automation of refusal registry. This helps stores demonstrate compliance better, and to make key business decisions like where to deploy mystery shoppers.”

“It’s incredible that we are already performing 10,000 daily age checks within two weeks of launching, and by summer, we should be conducting one million checks every month.” 

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 3rd July.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 23rd May: Award entry deadline 

Tuesday, 27th May: 2025 finalists revealed

Wednesday, 28th May - Friday, 13th June: Judging days

Thursday, 3rd July: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.