The Rise of Quantum Computing in Marketing: A Look Ahead

As agentic AI transitions from a theoretical concept to practical application, a new chapter is unfolding in the marketing world. Many marketers are not just observing this shift; they are actively preparing for the impending revolution brought about by quantum computing. A recent study by SAS in collaboration with Coleman Parkes—a report that identifies how marketers approach AI technologies—reveals that nearly one-third of marketers currently using agentic AI believe quantum computing will soon influence their strategies.

Quantum computing, once thought to be reserved for the realms of academia and advanced research, is now becoming integral to the innovation strategies of forward-thinking organizations. For instance, the findings highlight that while only 16% of all surveyed marketers feel confident in their understanding of quantum computing, this figure jumps to 49% among those already utilizing agentic AI. This suggests that marketers who are journeying into the world of AI are naturally drawn towards exploring interconnected cutting-edge technologies like quantum computing.

Understanding Quantum Computing

At the core of quantum computing is its unique ability to use quantum bits or qbits. Unlike classical bits that can only represent a state of zero or one, qbits can showcase a range of states, leading to a significant increase in processing power. This enhanced ability enables quantum computers to tackle complex problems with remarkable speed—something traditional computing often struggles to achieve.

Jonathan Moran, Head of Martech Solutions Marketing at SAS, emphasized the importance of this transition stating, "Having hundreds, if not thousands, of agents operating alongside human employees in an autonomous manner necessitates the computational prowess of quantum technology." The applications for quantum are broad-reaching, ranging from audience creation to optimization processes, and even crafting digital environments. This opens up a vast landscape of possibilities for marketers.

The Quantum Advantage and AI Maturity

Marketers who have embraced agentic AI are not merely testing the waters; they are laying down the foundational frameworks for future innovations. Approximately 50% of organizations that have adopted agentic AI are incorporating quantum computing into their digital or innovation strategies. This reflects a proactive shift in how organizations view technology from a passive phase to an active engagement and long-term planning approach. The increasing demand for robust technological support signals that the age of quantum computing in marketing is nearing.

Short-Term Expectations from Early Adopters

Interestingly, while a majority of marketers still perceive quantum computing as a distant concept, those already immersed in agentic AI view it with increasing urgency. The study reveals that 31% of these marketers anticipate quantum technologies to reshuffle the marketing landscape within just two years. Moreover, 6% believe this transformation is already underway. In stark contrast, those classified simply as observers or planners within the industry maintain a more prolonged outlook on quantum's implementation.

Industry-Specific Insights

As the potential for quantum computing becomes clearer, various industries are starting to recognize how they can leverage this technology. In the banking sector, around 80% of respondents noted advanced predictive analytics as the most promising application of quantum computing. The insurance industry also shows enthusiasm, with 69% of leaders highlighting real-time simulation of customer journeys as a crucial benefit. Life sciences professionals are particularly interested in achieving hyper-personalization at scale, which affects 67% of those surveyed. Notably, the public sector is embracing opportunities such as synthetic data generation and dynamic pricing.

Additionally, small to medium-sized businesses (SMBs) are starting to recognize the value of quantum advancements, with 20% indicating that they expect to benefit from synthetic data generation, whereas only 11% of larger enterprises feel similarly.

Conclusion

The widespread interest and potential applications of quantum computing signify that a fundamental transformation in marketing is imminent. By integrating quantum technologies with agentic AI, marketers can elevate their operations to previously unimagined heights—ultimately leading to more accurate insights, personalized customer interactions, and data-driven decision-making. As we stand on the brink of this new frontier, the urgency to adapt continues to rise, making it an exciting time for marketing professionals to embrace the future of technology.

With the supportive findings from SAS, it’s clear that those who act now have the potential to secure their competitive edge in this rapidly evolving landscape.