Digital Brands Group Explores Quantum Computing for Business Optimizations, Data Protection
Digital Brands Group — which manufactures apparel brands such as Bailey44, DSTLD, Stateside, Sundry and Avo — is exploring how the next-gen technology of quantum computing could provide various business optimization opportunities.
By partnering with Microsoft's cloud-based Azure Quantum platform, the company expects to eventually reap benefits such as:
- Hyper-personalized recommendations through tailored product discovery for shoppers.
- Customer clustering and segmentation that will lead to deeper behavioral insights.
- Bolstered data protection that is better designed to safeguard sensitive consumer and transaction information against future quantum threats.
“E-commerce is defined by data — how we secure it, how we optimize it and how we use it to engage customers,” Hil Davis, CEO of Digital Brands Group, said in a statement. “Quantum computing has the potential to reshape all three."
By exploring initiatives in this space, Davis said the technology team can "position the company to lead in secure, intelligent and highly personalized commerce.”
This exploration is part of the company's technology roadmap, which includes further investments in frontier computing, AI and advanced data protection.
More consumer goods companies are beginning to explore the benefits of this technology. Unilever, for example, is also working with Microsoft, which is looking to accelerate science research through generative AI and high-performance computing in preparation for quantum computing.
Unilever has said it expects quantum computing will reduce decades of lab work down to just days, with use cases in consumer product categories such as haircare.
The Future of Quantum Computing
Although quantum computing is still a technology that is very much in its infancy, companies are already recognizing its potential for optimization use cases.
The global quantum computing market size was estimated at $1.42 billion in 2024 and is projected to reach $4.24 billion by 2030, according to Grand View Research.
A quantum computing tech company called D-Wave Quantum surveyed 400 business leaders across North America, Europe and Asia Pacific, finding that 46% of those whose company has implemented quantum optimization, or plans to do so within the next two years, expect a return on investment of between $1 million and $5 million. Twenty-seven percent predict a return of more than $5 million in the first 12 months.
Within this area of technology, Gartner predicts that postquantum cryptography will emerge as a more appropriate security tool, bringing to an end the widely used conventional method of cryptography.
