Alliance Pharmaceuticals plans to use the new to attack counterfeiters rather than just defend against them.
Alliance Pharmaceuticals, a U.S. based pharmaceutical solutions provider, announced its new partnership with TrueMed, an AI-based anti-counterfeit detection company. The partnership was formed with the intent of providing continuous safeguard to medications and consumer health products from counterfeiters.
With the ever-rising quality and threat of counterfeiters within the pharmaceutical industry, Alliance Pharmaceuticals decided it was time to level the playing field with the integration of AI into its security protocols. But the integration isn’t just for protection. Instead, Alliance plans on taking the fight directly to counterfeiters by using TruMed’s digital authentication technology.
"You can't fight 2025 counterfeits with 2010 tools," said Jyrki Berg, CEO of TrueMed. "Our collaboration with Alliance Pharmaceuticals Ltd shows what modern brand protection looks like: fast, digital, and verifiable. Instead of waiting weeks to collect and analyze samples, Alliance now reacts in real-time—protecting patients and their brand with the speed and precision that only AI can deliver."1
TrueMed curates its AI technology to utilize machine learning, mobile phone cameras, and rapid data analytics to identify and authenticate potential counterfeit medicines. This system is expected to:
"This partnership brings real change. By applying our forensic capabilities, we're improving how counterfeit drug analysis is done, helping to make the pharmaceutical supply chain safer and more dependable" says Jyrki Berg, CEO of TrueMed.2
As Alliance integrates its new AI-powered system, the accompanying benefits include: AI image scanning, timely digital evidence report generation, and cutting response time to within hours for market monitorization.
These features, paired with Alliance’s brand protection strategy (which includes offline policy enforcements and monitorization of online platforms) have led to a notable reduction in targeted counterfeit strikes against product lines. As mentioned within TrueMed’s press release, Alliance saw upwards of 50% of its counterfeit targeted product lines get significantly reduced to <5%.
"This partnership allows us to shift from defense to offense," said Rhodri Smith, Head of Global Brand Protection at Alliance Pharma. "Instead of waiting for bad actors to erode trust in our products, we now go after them with precision. TrueMed's technology gives us a new kind of visibility and the speed to act before patients are put at risk."1
This now marks TrueMed’s second partnership based on the pharmaceuticalindustry’s increasing need to combat counterfeiters. In October 2024, TrueMed announced its partnership with a top 10 pharmaceutical company.
Similar to its new partnership with Alliance, TrueMed’s decentralization of the authentication process was the driving force in the collaboration, giving a clear runway to display the power of its AI-based system.
Jyrki Berg, CEO of TrueMed commented on the partnership and what it means for TrueMed, "This partnership isn't just about technology; it's about taking a stand for the safety of patients everywhere. The counterfeiters are getting smarter, using advanced methods to deceive us. That's why it's critical we outsmart them at every turn. Our AI isn't just a collection of algorithms – it's a powerful ally for the people on the ground, helping them catch what the naked eye can easily miss. Together, we're making a real difference in the fight against fake meds.”3
With the adoption of TrueMed’s AI solution, pharmaceutical companies’ reliance on physical security for their medicine is expected to reduce, allowing for a lower cost and simplified packaging processes for pharmaceutical companies, without effecting the integrity of the medications.
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