For Lacoste, the technology specifically analyzes its crocodile logo to spot fakes.

Fashion manufacturer Lacoste is bolstering its counterfeiting measures by tapping into artificial intelligence. 

The company is the first company to test out new technology from Cypheme that uses AI to detect fake products using visual analysis. It can now check the validity of an item by taking a cellphone photo of a specific detail on a product or label. 

For Lacoste, the technology specifically analyzes its crocodile logo to spot fakes. Once a counterfeit item is identified, the company can remove it from the market. 

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The technology analyzes content on a microscopic level of detail. As a result, the company has experienced a 99.7% accuracy level when using it, according to Cypheme. 

Additionally, Lacoste has access to an anti-copy label that uses advanced algorithms powered by an artificial neural network to verify authenticity and trace the origin of the fake product.