Srinivasan, who was born in India and currently serves as Entrupy’s CEO, is a co-inventor of the device’s patented technology. He earned a journalism degree from Bangalore University while designing and developing video games for Raptor Entertainment.
CTO Sharma holds a Ph.D. from the Courant Institute of Mathematical Sciences at New York University. A deep learning expert, he specializes in physical unclonable functions, security and computer vision.
Chief Scientist Subramanian is currently an associate professor at the Courant Institute of Mathematical Sciences. He studies networked systems and data science with applications in computing for development.
According to Bloomberg, the trio took off from an assumption that computers could be trained to look at luxury goods and extract identifying characteristics.
This work of deep learning, however, required a vast amount of data that none of them possessed — a large quantity of real and fake designer bags.
They managed to access the items eventually, and now, Entrupy has a database composed of millions of photos from at least 30,000 different bags.
“We have mapped significant parts of how, where and when authentic goods were made (so) for fakers to beat the system, they need to use the exact same specs as the authentic goods made in the last 100 years,” Srinivasan told CNBC. “I wouldn’t completely rule it out, but it is incredibly hard.”
Entrupy is poised to expand its ability to other products in the future.
“The technology works pretty well on everything except for diamonds and porcelain, because those are refractive and we use optical analysis,” Srinivasan told Bloomberg. “We’ve already tested it on auto parts, phones, chargers, headphones, jackets, shoes, even crude oil.”
For now, Entrupy’s device is available to lease from $299, and monthly pricing starts at $99.
Entrupy currently authenticates 11 brands: Balenciaga, Burberry, Céline, Chanel, Dior, Fendi, Goyard, Gucci, Hermès, Louis Vuitton and Prada. It must be noted, however, that it is not sponsored by or affiliated with any of the designers.
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