Dubai deploys AI technology to combat counterfeit goods

The Department of Economic Development in Dubai (DED) is using a new technology that relies on artificial intelligence (AI) to combat counterfeit luxury goods in Dubai.

Developed by US company Entrupy, the new technology will help detect counterfeit goods sold across shops in Dubai, DED said in a statement on Sunday.

DED will be the first government entity in the UAE and wider region to adopt AI solutions to fight counterfeiting, according to Mohammed Ali Rashid Lootah, chief executive of the Commercial Compliance & Consumer Protection (CCCP) in DED.

“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.”

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

Fake goods worth Dh332 million were seized and destroyed by Dubai authorities during 2018. DED said a total of 19.9 million counterfeit items were confiscated from traders in the emirate last year. The value of fake items recovered by authorities is down compared to figures from 2016, when DED said it had recovered goods worth Dh1.6 billion.

Entrupy’s 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. The company will add more branded products to its interface in co-ordination with Dubai Economy by the last quarter of 2019.

Mr Lootah stressed that DED will not tolerate any kind of commercial fraud and called on consumers to report any such activity that may come to their attention by using the Dubai Consumer app.

“We seek to regulate the relationship between the merchant and consumer as it is important to Dubai’s reputation as a business hub,” said Mr Lootah. “The new technology will make brand owners more confident of their rights being protected in Dubai.”