Everledger

Griffith University and Everledger signed a Memorandum of Understanding in July 2020, cementing the partnership between the Griffith Business School and the supply chain transparency company, which sources asset information with technology like blockchain and intelligent labelling.

To date, the partnership has delivered practical research outcomes, such as the development of machine learning technology to combat circulation of counterfeit retail products, which was identified by Everledger as a major concern in the industry.

In 2016, it was estimated that 3.3 percent of the OECD retail products are counterfeit, equating to more than $500 billion in the global economy*. Looking at luxury watches as an example, researchers from the Business School’s Department of Business Strategy and Innovation developed a machine learning solution whereby the original and the counterfeit will be readily identifiable.

Department of Business Strategy and Innovation acting head, Professor Dian Tjondronegoro explained that authentication is a detailed analysis of a specific pattern, such as a face or fingerprint.

“You cannot have two fingerprints that are the same – you are matching a unique instance of one finger. Whereas with watches it’s very difficult because one model has a lot of instances, so we have to create a pattern analysis that captures the uniqueness of a particular model,” Professor Tjondronegoro said.

To enable machine learning to authenticate using detailed pattern analysis, specialised digital cameras capture the details of visual appearances and material composition in a standardised environment unique to a particular model.

Everledger will make the prevailing technology available to its client base as a tool to establish provenance. Everledger Chief Operating Officer Craig O’Kane MBE stated that this technology is significant for Everledger.

“We provide trust to marketplaces,” Mr O’Kane said.

“Our clients are some of the biggest companies in the world and they need our help to make sure counterfeit and fraudulent products are not part of their supply chains.”

Griffith Business School Dean of Engagement, Professor Rosemary Stockdale stated that it’s critical for cross-disciplinary technology and business partnerships to prepare for the fourth industrial revolution around digital transformation.

“Everledger fits particularly well with our core values, they have a highly ethical approach to business and they are working in the circular economy in sustainability,” Professor Stockdale said.

The partnership will also deliver professional development outcomes for Everledger’s employees, as well as curriculum development that capitalises on Everledger’s areas of expertise.

* https://m-cacm.acm.org/magazines/2021/5/252167-catching-the-fakes/fulltext