Making AI Headlines · Page 9
Luxury Objects Acquire Something Else to Prove
· New York time
Veritas is expanding its anti-counterfeit chip to jewelry, trophies and fragrance bottles. The startup’s verification technology addresses a market in which increasingly convincing copies can make surface appearance a weak guide to authenticity. The practical appeal is a check beyond the familiar ritual of examining a logo with the seriousness of an archaeologist reading a damaged inscription. A chip offers another mechanism for establishing what an object is supposed to be. Its usefulness depends on the surrounding verification process, not merely on the presence of electronics. Authentication needs a dependable connection between an item and its claimed identity. The luxury economy has spent decades teaching objects to announce their status. Now some of those objects also need credentials. Even a trophy, apparently, may need to demonstrate that it earned its place on the shelf.
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