Leveraging Artificial Intelligence to Detect Counterfeit Luxury Products
Rahma Hamed Alhosni, Reason Masengu, Charles Tsikada · Advances in marketing, customer relationship management, and e-services book series · 2024
This paper discusses the way in which artificial intelligence technologies can combat counterfeit luxury goods and affect the behavior of consumers on the internet and market trust. E-commerce has opened up the opportunity for counterfeiting, resulting in economic damage to related industries and brand losses. Machine learning, natural language processing, image recognition, predictive analytics, among many other AI technologies, may help create deterrence against these activities. The paper investigates, within a systematic literature review, the role of AI in developing customer behavior analysis and market trust through Supply Chain Visibility (SCV) in terms of transparency and traceability. The findings here are that AI considerably improves product verification, personalization, and trend prediction for fraud detection, marketing, and brand integrity. These technologies also support regulatory compliance while providing the consumer with more informed purchasing decisions, hence advancing knowledge of the role AI plays in guarding luxury markets and building trust.