Entrupy is a hardware-enabled SaaS company that uses computer vision algorithms and microscopy to bring trust to transactions of high-value physical goods.

Company GOAL:

Use AI to protect brands, spot knock-offs

Clarity’s Challenge:

Establish a brand with “no substitutes”


AI-based product authentication technology provider Entrupy was a veritable unknown when they enlisted Clarity to officially launch the company as they closed their series A funding round. The founding team of technologists and mathematicians looked to us to build their profile from the ground up and achieve objectives including:

  • Educate the market on the problem (counterfeiting) and establish Entrupy as the only scalable, objective solution
  • Raise awareness of the company among global media, marketplaces and secondary resellers
  • Establish a reputation for innovation in machine learning and its application for societal issues
  • Position for expansion into new markets and product lines
  • Drive business growth worldwide

Clarity worked closely with the company to develop messages that conveyed the complex technical solution and its value proposition in a manner that can be understood by retail and mainstream audiences as well as those in technology circles. We crafted positioning that was equally relevant to a single pawn shop owner and a multinational marketplace and executed on a communications plan that incorporated media and industry relations, content development, event participation and industry recognition/awards.


The company’s client roster more than doubled in the past year and increased 5x since 2016.
The number of authentications performed has also grown in multiples, increasing from approximately 10,000 to more than 60,000 in the past year.
We have established Entrupy’s reputation for innovation, securing a place in the National Retail Federation’s Innovation Lab in early 2018 and winning a Silver Edison Award for Innovation in Consumer Protection.
Entrupy received honors from the AI Breakthrough Awards (Best Use of AI for Authentication) and the Global AI Awards (AI Application / Product of the Year)
Entrupy's executives have received numerous speaking invitations from notable institutions such as Fordham University’s Fashion Law Institute and the Media Entertainment Fashion Law Association as well as at industry conferences in Montreal, Bangkok, Munich, Singapore and Milan.

selected press

Gadget spots fake luxury handbags with a 98.5 percent accuracy rate

New York startup Entrupy invents a handheld microscope camera that lets users detect fake luxury handbags on their smartphone. Roselle Chen reports

Goodwill robots will now confirm if that secondhand Gucci bag is real

You can now feel confident buying Fendi or Fubu on Goodwill’s site.

Goodwill stores are now using AI to ensure that all of its luxury items are legit

Goodwill is teaming with Entrupy’s AI-based program to guarantee the authenticity of luxury items.

Inside the High-Tech World of Luxury Fraudbusters

Take a deep dive into the billion-dollar, spy-worthy technology luxury brands are employing to ward off fakes.

From Alibaba to sneaker retailers, fashion wages war on counterfeiting

Alibaba is particularly weary of counterfeits, given that the platform was once a haven for counterfeit goods. Back in 2016, Alibaba’s founder Jack Ma stoked the ire of fashion brands around the world when he seemed to flippantly brush off the question of why so many counterfeit goods were being sold on Alibaba, saying that fakes were “just as good” as the real thing.

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Both before and after introducing the vendor-neutral platform to the ad and marketing tech community, Clarity played a vital role as trusted advisor, providing counsel on both internal and external communications following the rebrand.

Clarity executed a highly content-driven campaign for the company while also putting the dynamic CEO in the spotlight. Through bylined articles, reports, white papers and speaking engagements, we successfully established the company as one leading the charge of transparency in programmatic advertising.

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