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Brand Impersonation and abuse has evolved far beyond fake products. Today, criminals can replicate the entire digital shopping experience—from professional websites and product imagery to social proof, advertising and networks of seemingly independent sellers. As counterfeiters adopt AI, automation and global eCommerce infrastructure, brand protection is becoming a race of AI against AI. This article explores how technology, data analytics and human expertise can uncover the networks behind counterfeit activity, prioritise the highest-risk threats and also explains how critical that technology has become in detection.