What: Osmo, an AI start-up, has developed technology that authenticates sneakers by analysing their olfactory signatures, providing a new tool for the sneaker resale market to combat counterfeits.

Why it is important: Using AI to detect chemical compositions in sneaker materials could revolutionise the resale industry’s fight against fakes, offering a more precise and reliable method of authentication, which could also extend to other product categories.

Osmo, an AI company, has introduced an innovative method of authenticating sneakers through their unique scent profiles. By analysing the chemical signatures of materials like leather, rubber, and glue, Osmo’s technology can distinguish authentic sneakers from counterfeits with over 95% accuracy. This new tool could be a game-changer for the sneaker resale market, which devotes significant resources to product authentication. The technology, which has already been piloted with a significant sneaker resale platform, requires data from authentic and counterfeit products to train its AI, allowing it to differentiate authentic shoes from fakes. While it’s most effective for high-volume items like sneakers and handbags, the technology can expand to other areas. Osmo also envisions embedding odourless molecules in products during manufacturing to ensure authenticity.

Sniffing out fakes: how AI is authenticating sneakers by scent