“The bag she wanted to sell with us was an Hermès Mini Kelly – it was visually perfect,” says Hanushka Toni, CEO and co-founder of luxury resale company Sellier: she is speaking of a potential vendor. “However, when we inspected it, we noticed that it didn’t smell like an Hermès bag – which has a distinctive ‘new-car smell’…” Sellier ran the Mini Kelly through its new AI software. “It was confirmed as a fake.”
Fashion is adapting to the rise of AI in multiple ways. Resale company Hardly Ever Worn It, HEWI, recently launched the search-optimisation chatbot “Maia” on their platform, with the goal of saving customers hours of scrolling for a certain look or product; Shopify has also recently integrated ChatGPT into its Shop app, assisting sellers with product descriptions. But the fight against “super-fakes”, which have long tormented luxury brands and resale companies, is the main priority.