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Mon 22 Jul 2019 08:21 AM

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Genuine or fake? Dubai deploys AI to tackle sale of counterfeit goods

First-of-its-kind in the region, the new device can verify if goods are genuine or fake

Genuine or fake? Dubai deploys AI to tackle sale of counterfeit goods
The new device eliminates time-consuming verification processes with trademark representatives.

Dubai is to use the very latest artificial intelligence (AI) technology to combat counterfeit goods sold across the emirate.

Developed by US company Entrupy, the new technology is linked to a database containing thousands of microscopic images of branded goods, particularly leather products, watches and accessories, as well as clothing. More products will be added by the last quarter of 2019.

Mohammed Ali Rashid Lootah, CEO of the Commercial Compliance & Consumer Protection (CCCP) sector in Dubai Economy, said it will be the first government entity in the UAE and the region to adopt AI solutions to fight counterfeiting.

He said: “The new technology helps to increase the accuracy in confiscations and save time and effort during field inspections, thereby enhancing happiness and productivity among our employees.”

The new device eliminates time-consuming verification processes with trademark representatives.

Lootah added: “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.”

Anyone aware of commercial fraud can contact 600 54 5555 or report it on the Dubai Consumer app, which is available on Android and iOS.

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