New AI startup authenticates sneakers by smell

With counterfeit goods becoming increasingly sophisticated in make and quality, sniffing out the fakes has become a near-impossible task. However, a new AI-powered startup believes it has cracked the code for identifying the real deal from its knockoff counterparts – all by its smell. More on that below. In other news, Jacquemus’ latest holiday campaign demonstrates the art of digital storytelling in a virtual-dominant climate, while Cartier harnesses AI to merge traditional Chinese art with cutting-edge technology. Startup Osmo’s AI sniffs out counterfeit sneakers What happened: Osmo, a Massachusetts-based AI startup founded in 2022 by former Google researcher Alex Wiltschko, thinks it has the answer to the plight of sneaker counterfeits: smell. By leveraging AI-enabled sensors, Osmo can detect unique scent profiles linked to authentic sneakers, identifying subtle markers like factory chemicals and adhesives that often evade human detection. Industry leaders are taking note. According to Business of Fashion, the startup has already been working with a well-known secondhand sneaker platform to pilot its tech. In one test, Osmo analyzed two Nike silhouettes by comparing 10 real sneakers and 10 fakes, with its sensors achieving more than 95% accuracy. The verdict: Though Osmo’s approach may appear unconventional, scent recognition proves to be far more central to the identification process than might initially be expected. A pair of genuine Nike ‘Chunky Dunkys,’ for instance, is often distinguished from knockoffs by its “animal fur” scent – the fakes, according to trained authenticators, smell of factory glue. If applied on a mass scale, Osmo’s scent-driven technology could be the key to solving the problem that has upended the sneaker industry in recent years. According to fitness trend reporter RunRepeat, the counterfeit sneaker market last year was estimated at some $450 billion – more than five times the value of the legitimate market – making it one of the most disruptive sectors on the global stage. Jacquemus’ holiday campaign blends analog, digital tech What happened: Jacquemus is taking over the internet with its uncanny and surrealist stunts. For its ‘Winter Retreat’ holiday campaign, the house harnessed special digital effects to bring its products to life in a new Instagram carousel posted earlier this week. Visuals include the Rond Carré clutch affixed to household scrubbing brushes, loafers perched on an electric whisk, puffer coats pegged to pop-open clotheslines, and beanies atop spinning kettles. The verdict: Flitting between analogue stunts and CGI visuals, Jacquemus has found its groove with its digital marketing playbook. The numbers speak for themselves: the brand’s viral bags-on-wheels reel, posted on Instagram in April 2023, garnered over 48 million views and 2 million likes. In an era marked by social media spectacles, the brand has mastered the art of blending the absurd with the unexpected. It’s a strategy that not only keeps audiences guessing but also underscores how digital is permeating daily life – whether through CGI posts, augmented reality, virtual headsets, or AI integrations. Cartier merges AI, ancient art in Shanghai What happened: To mark 60 years of Sino-French relations, jewelry house Cartier has integrated AI technology into its new exhibition at Shanghai’s Museum East. Unveiled on November 4, the Cartier, the Power of Magic exhibition features over 300 pieces, including Cartier’s jewelry and global artifacts such as María Félix’s flexible snake necklace from 1968, the Duchess of Windsor’s Panther brooch from 1949, and a selection of Cartier mystery clocks. For the showcase’s scenography, Cartier used cAITM, an AI model custom-built by Chinese artist Cai Quo Qiang. The verdict: Cartier’s use of AI in the exhibition marks a first for both the brand and the Shanghai Museum, demonstrating not only the duo’s evolution but also how machine learning can elevate luxury exhibitions from static displays to immersive, emotionally engaging experiences. While brands like Lanvin have explored the merging heritage with technology, Cartier takes it a step further by using AI agents in popular cultural settings to deepen storytelling and resonate with China’s tech-savvy consumers – a demographic that has shown a strong appreciation for digitally enhanced experiences.

New AI startup authenticates sneakers by smell

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Published November 10, 2024

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New AI startup authenticates sneakers by smell