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Press Release

Darktrace AI Stops 4,000 Threats a Week at Fashion Brand Ted Baker

Cambridge, UK
July 22, 2021

Darktrace, a global leader in cyber security AI, today announced that its Self-Learning AI is being used to intercept 4,000 cyber-threats every week at Ted Baker.

The quintessentially British global lifestyle brand has revealed that, of these cyber-threats, over 200 are targeted attacks. These include spear phishing emails devised to reach high-level executives, and cyber campaigns that seek to steal competitive insights or intellectual property.

Ted Baker relies on Darktrace technology to identify and interrupt cyber-threats before they escalate into full-blown compromises, including Darktrace Antigena, Darktrace’s Autonomous Response product, which is able to respond to ransomware within one second of suspicious behaviour emerging. The technology protects the full range of their digital systems, from email to point of sale devices.

Powered by Self-Learning AI, Darktrace technology works by developing an understanding of what is normal behaviour for each user and device within an organization, and neutralizes malicious behaviour by enforcing this normal ‘pattern of life’. Crucially, this means that day-to-day business is not disrupted.

“Within seconds of out-of-the-ordinary behaviour emerging, Darktrace AI forms an understanding of whether an attack is underway or not, and can interrupt that activity before our security teams are able to,” commented Leon Shepherd, Chief Information Officer, Ted Baker. “With Autonomous Response, I know the AI is always ready to jump in on our behalf at machine speed, giving my team more time to focus on higher-value tasks.”

About Darktrace

Darktrace (DARK.L), a global leader in cyber security AI, delivers world-class technology that protects over 5,000 customers worldwide from advanced threats, including ransomware and cloud and SaaS attacks. The company’s fundamentally different approach applies Self-Learning AI to enable machines to understand the business in order to autonomously defend it. Headquartered in Cambridge, UK, the company has 1,500 employees and over 30 offices worldwide. Darktrace was named one of TIME magazine’s ‘Most Influential Companies’ for 2021.