Caution: Entrupy / AI Authentication

We’re frequently asked the question “Do you use Entrupy?” - we don’t.

Below we have outlined a few of the reasons why we recommend you don’t either - or trust a seller/authenticator who relies on Entrupy, or another form of AI (Artificial Intelligence) authentication. In particular sellers/authenticators who display common red flags; such as a business name/username that cannot be traced to a registered business, no contact phone number, a founder/owner who’s identity cannot be verified, no verifiable sales/feedback history and a ‘no returns’ policy (all sales are final). While we have focused on Entrupy in this article, the issues raised have been reported across various AI based authentication systems. For our other guides, including scam assistance, how to sanitise your designer piece and general designer care notes, please click here. To read our contribution to award-winning journalist Carolyn Enting's RNZ article on designer super fakes in New Zealand, please click here. 

For those who have contacted us with regards to the allegations brought against Cosette, an Australia based retailer of designer, who was accused of selling counterfeit items, please see a summary of findings by NSW Fair Trading at the end of this article. We were requested by a number of clients to authenticate items purchased via Cosette. Upon assessment of the items, as well as a review of Cosette, we found no evidence to support Cosette selling anything other than authentic items. Various AI based authentication providers deemed items sold by Cosette to be counterfeit. Cosette has been cleared of all charges brought against them, with the respective designer brands having verified the authenticity of each item. The case highlights the issues with accuracy and reliability around the use of AI in designer authentication. Named in Tribunal proceedings as having provided inaccurate AI based assessment were: Entrupy, LegitGrails and Luxury Authentication Australia (LAA).

For those not familiar with Entrupy, it’s a technology based authentication system for luxury items. It promises to authenticate in real time by the use of photos uploaded by the user, with the AI algorithm analysing the images to determine authenticity.

➽ Sounds great, right? Read on....  

• Entrupy has been reported to have passed counterfeit designer across a variety of brands, from Coach, to Louis Vuitton, Chanel and Hermès. It has also been reported to have passed as genuine, known fake serial numbers and prefixes and failed genuine items as a result of some of the points discussed below.
  
  
• Entrupy state that their algorithm is based on images “from diverse sources from around the world” and their certificates include a disclaimer stating that the database of images is not based upon data provided by any of the designers listed on Entrupy's site. They offer no confirmation as to where their database images have come from, though reports suggest from a selection of retailers of pre-loved designer. Without the cooperation of the manufacturers, who also change identifying details fairly often to deter counterfeiters, the Technology is reported to be relying on second-hand, unverified information.
  
  
• Images uploaded by a user do not take into account details that are frequently defining when it comes to distinguishing between genuine and replica, particularly when it comes to top level replica models; details like weight, feel, smell, how the hardware operates and how the leather on a bag falls. Some items are critical to view in person.
  
  
• Entrupy relies on looking at the small details, such as stitch length, while having been reported to pass counterfeit for genuine, by missing the big picture - such as whether the colour of the lining matches the resin that was used in that particular year of manufacture in a bag, or whether the style number of an item matches the style of the item. There are also reports of certificates that, despite Entrupy's claim of using highly-magnified images, incorrectly identify material construction, defining, for example, coated canvas as being "calfskin/lambskin leather" or only identifying material as "other". On a similar note, both Entrupy and LegitGrails have been reported to have passed as genuine, bags produced by a counterfeiter creating low-level dupes of exotic Christian Dior Lady Dior handbags incorporating lining, tags and hardware from vintage genuine bags.
  
  
• Given the handcrafted nature of designer, even the same model from the same season by the same artisan, will display minute differences. Take into account the number of artisans per design house, the number of design houses, the number of seasons, the number of styles and the number of years each design house has been in operation… it becomes clear that a database reliant on small details that change rapidly and constantly across the whole of the industry, has inherent reliability issues built in.
  
  
• Quality vs authenticity issues - it is not at all uncommon to see small (and not so small) imperfections in designer, whether looking at stitching, heat stamping, engraving or Monogram placement - details that authentic items have been reported to fail on via Entrupy as they do not live up to the common standard. Not to mention when items have been refurbished.
  
  
• The ‘Rule Breakers’ - the authentic items that are exceptions to the ‘always/ never’ rules when it comes to designer, that Entrupy has been reported to have missed, simply by virtue of the fact that the item inspected by the AI, did not follow the common rule for that brand.
  
  
• While AI based authentication only takes into account the images uploaded by a user, an experienced authenticator can cast a wider net, even when photos depict a genuine item. With scams becoming increasingly common, an authenticator's ability to identify red flags with, for example, a listing, profile, website, social media selling account or the veracity of the photos, can be crucial. 

➽ So what do we recommend?

• Look beyond any paperwork (this includes receipts - they too can be copied, or matched from a genuine item to a replica) or enticing marketing and advertising by a seller. 
• Do as much research as possible, both on the item you are looking to purchase, as well as the seller advertising it. If you are purchasing from a commercial seller, Google their business and review any feedback on them. Bear in mind that scams and fake reviews are becoming more common.
• Ensure you are dealing with a reputable seller - look for verifiable feedback and critically inspect photos and listing details. Check for consistency; generally a reputable seller will be fairly consistent in terms of the text in their listing description and the photos they use. Look for similar photo size, close-up details and background display. Request images of identifying details of an item, such as a serial number, if not shown.
• Check through social media accounts - and remember it is easy to buy followers and/or build up a lengthy record by posting frequently and/or delete negative comments - scroll through to the starting posts to see how long they have been active. 
• Read through any Q&A you can find on social media posts or sales listings to see how the seller interacts with questions posed to them.
• Ask questions and raise any concerns you might have. A genuine seller will understand - and will take the time, and be able, to deal in detail with any queries you might have, including those concerning authenticity.
• Enlist the assistance of a reputable authenticator if required. If you do not have one, we can assist, you can read more about our services here.
• Purchasing through a platform that provides purchase protection can add a layer of protection, we recommend opting to purchase this way if possible. If buying privately, or through a platform that does not offer purchase protection, ensure the seller and your payment can be traced back if any issues arise post-purchase. This includes when buying from a commercial seller. For example, payment into a local bank account or via credit card, or for example Paypal, is preferable over a cash payment or transfer into an off-shore account. If you are making a payment into a local bank account, request the bank account holder's name, so you can check this is a match for the bank account number when you make the payment. If your online banking advises you the account holder's name you entered is not a match for the bank account number when you are making the payment, revert back to the seller for confirmation on the account holder's name before completing the payment. We advise caution in proceeding with a payment where your online banking advises the account holder's name is not a match for the account number. If you are collecting a purchase from a private seller, doing so from a home or work address is preferable over meeting in a public place. If meeting in a public place, opt for somewhere with camera surveillance, like a mall or bank.

➽ A last note for those who decide they do wish to proceed with Entrupy:

• In the scenario of you as a buyer, being provided a Certificate by a seller: bear in mind (and this is particularly something to be mindful of for items without unique identifying serial numbers) that there is no way to match the Entrupy Certificate to the item you are considering purchasing, other than one small image included in the Entrupy Certificate. This means the Certificate you are viewing, may not have been issued for the item you are considering purchasing. In the case of unique serial number items, Entrupy has also issued certificates where only part of the serial number is detailed, with remaining numbers noted with asterisk marks. As the serial number is not notated down in its entirety, it means that the serial number for the item you are considering purchasing, may not match that for which the Certificate was issued. Also note that Entrupy's Financial Guarantee is non-transferable. This means that if it turns out there is an issue with the validity of the Entrupy Certificate, only the original owner of the certificate can raise a claim with Entrupy.
• In the scenario of you as a buyer or owner arranging your own Certificate: Entrupy offer a Financial Guarantee, which is often cited as being what makes Entrupy so safe to use - however, read in detail here what this actually entails. Be aware of the limiting parameters and loopholes, such as the fact that the Guarantee is non-transferable, is only valid for one year (after which time a claim can no longer be made), Entrupy may choose to pay you out at less than 100% if they decide to accept your claim, the process of which can be lengthy and costly - or they may decline your claim altogether and charge you for any costs incurred by them, such as any charges for third party experts Entrupy opts to engage. Their decision on any claim is final. They also state that they reserve the right to invalidate their original authentication, in which case the Guarantee is not applicable.

If you have purchased a replica item and need assistance with obtaining a refund from the seller, please refer to our Scam Assistance article here.

➽ While we are no longer on Instagram, see below an example we posted where we showcased an example of a bag brought in to us for authentication, where we discussed why the bag did not pass our authentication inspection, despite being accompanied by an Entrupy certificate:

➽ Cosette Case