Securing Brand Trust. Pufin ID A/S is an innovative venture exploring the margin between Artificial Intelligence and Materials Science. We have developed a novel approach to uniquely identifying every object in existence using Physical Unclonable Functions, or PUFs. A PUF is a unique object fingerprint which is impossible to replicate, thus enabling an irrefutable link between physical goods and their digital records. PUF technology has enormous potential to tackle trillion-dollar problems from product counterfeiting to tracking items through the circular economy.