Dubai uses 'Entrupy' to detect fake goods

DUBAI: A new technology based on artificial intelligence designed to detect counterfeit products has been introduced in Dubai.

The department of Commercial Compliance and Consumer Protection (CCCP) at Dubai Economy said the use of “Entrupy” patented by a US company was adopted in line with the directives of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President, Prime Minister and Ruler of Dubai, to integrate artificial intelligence to protect consumers and trademark owners’ rights.

The AI-based device is linked to a vast database comprising thousands of microscopic images of branded goods, particularly leather products, watches and accessories as well as clothing. More branded products will be added to it during the last quarter of 2019.

“The new technology will make brand owners more confident of their rights being protected in Dubai and provide them with a fast and simple alternative in case they had registered their products here by conventional means. They can now use the tech solution to feed data and images relating to their product electronically,” said Mohammed Ali
Rashid Lootah, CEO of CCCP.

With the new device, the inspector can detect counterfeit goods with high speed and accuracy, there by, eliminating time-consuming communication and verification with trademark representatives.