Digital World? WEB3? Let’s Not Forget We Still Live in a Physical World

Scheduled for: May 31st, 2023, 10:00 am PT / Category: Interviews

How can optical-AI tech improve security and trust while linking the digital and physical worlds without harming physical asset integrity?

As the world advances further into the digital realm and the expansion of WEB3 continues, it is important to remember that we still inhabit a physical world.

Summary of the video

The discussion revolves around the topic of the digital world and its connection to the physical world. Aethelion is a company that uses fingerprinting technology to identify and track physical products without the need for physical contact. They aim to combat counterfeiting and the gray market by providing a secure way to authenticate and trace physical items. The conversation explores how optical AI can improve security and trust by bridging the gap between the digital and physical realms. Ganzarski explains the challenges of counterfeiting and the importance of having a direct link between the digital and physical aspects of a product to ensure authenticity. The technology developed by Aethelion involves taking a picture of the product, which generates a unique fingerprint that can be compared to identify the item. The conversation also touches on the development process of the technology, its applications beyond luxury goods, and the cultural openness within Aethelion.


For instance, when purchasing a physical pair of shoes and minting them onto Web3, there arises a question of how to verify the authenticity of the corresponding NFT. Plastic markers or labels can easily be forged. In the healthcare sector, when receiving a prescription from a doctor and securely delivering it to the pharmacy via blockchain, it is essential to have an irrefutable means of verifying the accuracy and authenticity of the medication – or people could get hurt. Similarily, when purchasing a used car and being provided with a blockchain-secured certificate of service, it is crucial to establish a method for irrefutably confirming the legitimacy of critical components, such as brake pads, which directly impact personal safety in the physical world.

In order to ensure a secure connection between the digital and physical realms, the utilization of advanced optical-AI technology becomes crucial. Optical AI will enable such a link without relying on tags, stickers, or other additives that can be manipulated in the same physical world.


Roei Ganzarski, CEO of Alitheon®, a Bellevue, WA-based Optical AI company, shares more on how they are providing the missing link between the physical and digital worlds with solutions for the authentication, identification and traceability of parts and products. Alitheon’s FeaturePrint® solution creates for objects, what fingerprints are for people – a one of a kind, unique identifier that does not require you to modify or add anything. Using just a camera, FeaturePrinting enables authentication, identification, and traceability of individual items out of millions of similar objects.

Prior to Alitheon, Roei was CEO of magniX, an electric aviation propulsion company. Under Roei’s leadership, magniX developed industry leading propulsion systems, were the first in the world to fly multiple all-electric commercial aircraft, achieved world’s first FAA Special Conditions publication, and won a lucrative $75M NASA contract to develop a large scale 40-passenger electric aircraft. In addition to his magniX role, Roei also served as executive chairman of Eviation, the electric aircraft manufacturer bringing a newly designed all-electric aircraft to market.

Roei was invited to testify in front of US Congress on the future of aviation and was recognized by Business Insider as one of ‘100 People Transforming Business’.

Prior to magniX, Roei was CEO of BoldIQ – a provider of dynamic real-time scheduling optimization software. Under his leadership, BoldIQ grew from seed software startup to multi-million-dollar profitable SaaS company. Before BoldIQ, Roei was with the Boeing family of companies. Other experience includes investment banking, corporate finance, advertising, and the military.

Roei is a member of the Advisory Council at Georgia Tech’s School of Aerospace Engineering and is on the advisory boards of next generation aviation companies: Universal Hydrogen, Cuberg, and Dovetail. He is a graduate of Wharton’s Advanced Management Program, earned an MBA from the University of Washington, and a BA in Economics from The University of Haifa.