As counterfeit products continue to flood the market, potentially costing consumers their safety and $2 trillion annually, companies like Amazon and Entrupy are utilizing AI to combat the issue. Amazon's counterfeit crimes unit uses AI and machine learning to detect potentially illegitimate products, while Entrupy has built a database using machine learning to identify authentic vs counterfeit luxury items. Despite these efforts, the proliferation of fake products, particularly through online platforms, continues to pose a significant challenge.