Quantum Computing Matters for Advertising, Brands and Marketers
The technology that enables Quantum Computing is advancing quickly, and the capabilities and availability of Quantum Computing will quickly improve.
So, with all the recent interest in the advances happening with Generative AI and ML tools and systems. I want to share my thoughts on Quantum Computing, the relationship between Quantum Computing and Generative AI and ML, and why marketers, brands and advertisers might want to start thinking about Quantum Computing.
Quantum computing is exciting because it can solve problems that are currently impossible or impractical for current computers.
Quantum Computing is great at performing operations much faster than classical computers. This is due to the “qubits,” the basic unit of Quantum Computing, which can exist in multiple states simultaneously (superposition) and be linked together so that the state of one qubit can affect the state of another (entanglement). These properties allow quantum computers to perform calculations exponentially faster than classical computers.
Think of a qubit as a magical coin that can be two things simultaneously.
Unlike a regular coin that can be heads or tails, a qubit can simultaneously be both heads and tails. It’s like a coin spinning in the air; you can’t tell if it’s heads or tails until it stops spinning and falls. But with a qubit, it can be both heads and tails simultaneously.
It’s like the coin is spinning forever.
Quantum Computing will bring a new era of AI, where quantum machine learning can find patterns, analyse and make predictions in data that classical computing cannot.
Machine Learning, Artificial Intelligence, and Quantum Computing are all related but distinct fields of computer science and technology.
Machine Learning (ML) teaches computers to learn from data without being explicitly programmed. ML algorithms can make predictions, classify data, and identify patterns.
Artificial Intelligence (AI) refers to the ability of computers to perform tasks that typically require human intelligence, such as understanding natural language, recognising images, and making decisions. AI can be divided into two categories: rule-based systems, where the computer follows predefined rules to make decisions, and machine learning-based systems, where the computer learns from data to make decisions.
On the other hand, Quantum Computing is a field of computer science that uses quantum-mechanical phenomena, such as superposition and entanglement, to perform certain types of computation. Quantum computers use qubits instead of classical bits, which allows them to perform certain operations exponentially faster than classical computers.
Quantum Computing will accelerate the adoption and value of Generative AI and ML for brands, marketers and advertisers.
Quantum Computing can significantly accelerate the speed at which generative AI can process and analyse large amounts of data, which is crucial for marketing and advertising. With Quantum Computing, AI models can more quickly analyse customer data, such as demographics and purchasing habits, and use that information to create more targeted and individualised advertising campaigns.
Additionally, Quantum Computing can accelerate the development of generative AI models for tasks such as image and video synthesis, which can be used for creating more engaging and realistic digital content. Ultimately, Quantum Computing can help make AI-driven marketing and advertising more efficient, effective, accessible, predictive and individualised.
Predictive and Individualised
All these possibilities, and the potential for many more, make Quantum Computing an exciting field worth exploring. It is a fascinating field that remains mysterious to many as it is still early in development. It has yet to be widely available in media, entertainment, advertising and marketing.
Quantum Computing has the potential to be used for predictive and individualised applications because of its ability to perform certain operations in real-time and exponentially faster than classical computers.
There are a few specific instances where Quantum Computing can be used today, such as quantum chemistry, cryptography, and optimisation problems. But these uses are relatively narrow and mainly used by research institutions, government agencies, and large corporations.
However, a few companies, such as IBM, Microsoft, Google, and Rigetti, are making quantum computers a cloud service, allowing other companies and researchers to access and experiment with Quantum Computing without building their quantum computers.
My Work in Quantum Computing
At Interpublic Group (IPG), we formed a Quantum Computing Task Force led by my colleague, Tom Sivo, VP of our Emerging Technology group. And we have partnered with companies like Google, Microsoft and IBM, where my friend David Bryant, CXO of Quantum at IBM, has been pushing the boundaries through evangelism and intellectual property development to help reduce Quantum Computing to practice for our industry’s focus — media, entertainment, marketing, and advertising.
Also, on behalf of Momentum Worldwide and our clients, I have been working closely with my partner at Microsoft, John de Havilland, to design strategies for integrating Quantum Computing applications across the Azure cognitive frameworks we have implemented over the last several years.
And, perhaps most exciting, is the work Dustin Raney, Director of Products at Interpublic Group (IPG) company Acxiom, and I have been collaborating on this past year, identifying opportunities and engineering client solutions using Acxiom’s identity resolution products and expanding those into Web3 and the metaverse. Recently, we began discussions to co-create a Quantum Computing roadmap for a real-time, mixed reality (XR) identity resolution capability.
Why Quantum Computing Matters for Brands, Advertisers and Marketers
Marketers and advertisers should care about Quantum Computing because it will revolutionise their work by providing new ways to analyse customer data, create individualised campaigns, and optimise marketing strategies.
Increased processing power: Quantum Computing significantly increases processing power compared to classical computing, enabling faster and more accurate data analysis on even bigger data sets. More power can help marketers and advertisers to identify patterns and trends in customer data that would be difficult or impossible to detect using traditional methods.
Individualised advertising: Quantum Computing can create scale, individualised advertising campaigns, in real-time, by analysing customer data such as demographics and purchasing habits. Individualisation can help marketers and advertisers target the right audience and increase conversion rates and customer loyalty.
Optimisation: Quantum Computing can optimise marketing strategies by simulating different scenarios and identifying the most effective approach. Optimisation can help marketers and advertisers to make more informed decisions and improve the ROI of their campaigns.
Fraud detection: Quantum Computing can detect and prevent fraud by analysing large amounts of data in real time, helping marketers and advertisers to protect their revenue and maintain customer trust.
Innovation: Quantum Computing is rapidly evolving, and new applications and uses are constantly discovered. Knowing the latest developments in Quantum Computing can help brands, marketers, and advertisers stay ahead of the curve and identify new opportunities.
Brands, Marketers and Advertisers will benefit from Quantum Computing in similar ways:
Predictive modelling: Quantum Computing can create more accurate and efficient predictive models for customer segmentation, lifetime value prediction, and fraud detection tasks, helping marketers make more informed decisions and identify new growth opportunities.
Image and Video Generation: Quantum Computing can accelerate the development of generative AI models for tasks such as image and video synthesis, which can create more engaging and realistic digital content, such as product videos and social media posts.
Natural Language Processing: Quantum Computing can help marketers analyse and understand customer feedback and sentiment and generate more natural-sounding synthetic brand ambassadors and voice assistants for customer service and sales.
Although the current state of Quantum Computing is still in its infancy, more research and development are needed for it to be widely adopted in the industry. However, as the technology matures, brands, advertisers, and marketers can use Quantum Computing to gain a competitive advantage and drive business growth.
Quantum Computing works differently.
Using the principles of quantum mechanics, Quantum Computing performs operations on data. Unlike classical computing, which uses binary digits (bits) in one of two states (0 or 1), Quantum Computing uses quantum bits or “qubits,” able to exist in multiple states simultaneously. Qubits allow quantum computers to perform calculations much faster than classical computers.
Regarding generative AI, Quantum Computing can speed up the training and inference of machine learning models. One of the main ways this is achieved is through quantum algorithms, such as the quantum version of the popular machine learning technique known as principal component analysis (PCA). These quantum algorithms can significantly reduce the time and resources needed to process and analyse large amounts of data, which is crucial for tasks like image and video processing, natural language processing, and creating individualised advertising campaigns.
Quantum Computing can also create new generative models that are not currently possible with classical computing. For example, quantum machine learning algorithms create AI models that can learn and make predictions in a fraction of the time and with a fraction of the data required by classical methods. Additionally, Quantum Computing can create generative models that can operate on the quantum level, such as quantum neural networks, which can perform certain computations that are impossible with classical neural networks.
Consider what this will mean for the current applications of generative AI and ML for brands, marketers and advertisers:
Content creation: Generative AI creates digital content, such as images, videos, and text, for advertising campaigns and social media platforms. These generative assets can help marketers create more engaging and realistic content that resonates with their target audience.
Synthetic Brand Ambassadors: Generative AI chatbots are having natural-sounding conversations with customers. Helping companies provide better customer service and support, generating leads.
Voice assistants: Amazon’s Alexa or Google Assistant can respond to customer queries and provide individualised recommendations.
Quantum Computing’s qubits in multiple states simultaneously enable it to process and analyse large amounts of data much faster. This makes it possible to create highly accurate predictions and simulations with more accuracy, efficiency, and speed.
When will Quantum Computing be widely available for advertisers and marketers?
Building and maintaining Quantum Computers are expensive, and the technology needs further development and refinement. We also need more skilled professionals with expertise in Quantum Computing, which makes it difficult for companies to implement and use the technology.
Another big challenge is the software. There need to be more applications and software and programming languages specifically designed for Quantum Computing; with those, it is easier for companies to develop and run quantum algorithms.
Despite these challenges, significant investment and research in Quantum Computing and the technology will become more accessible and cost-effective.
In the meantime, providers like IBM, Microsoft, and Google already offer cloud-based Quantum Computing services, allowing businesses like IPG to access and use resources without investing in their hardware. However, these services’ access and capabilities still need improvement.
Outside of media, entertainment, marketing and advertising, there are already some amazing examples of how Quantum Computing is in use today:
Drug discovery: Simulating the behaviour of complex biological systems, such as proteins and enzymes, which can aid in discovering new drugs and therapies.
Material design: Simulating the properties of different materials, such as metals and semiconductors, can aid in designing new and improved materials for use in various industries.
Financial modelling: Performing complex financial simulations, such as portfolio optimisation and risk management, can help investment managers make informed decisions.
Cryptography: Breaking encryption codes currently considered unbreakable by classical computers have implications for data transmission and storage security.
Artificial Intelligence: Speeding up the training and inference of machine learning models for tasks such as image and video synthesis, natural language processing, and creating individualised advertising campaigns.
Optimisation: Solving problems that are difficult or impossible to solve using classical computers.
As Quantum Computing technology matures, more industries will find new and innovative ways to use it to solve complex problems and drive business growth.
How can you develop a Quantum Computing strategy?
Interpublic Group (IPG) has the foresight and innovation-led culture to develop a Quantum Computing Task Force to help guide the organisation into the future. If your organisation is looking for a place to start, here are a few guidelines to consider when developing your own Quantum Computing strategies:
Understand the technology: It’s important to understand the basics of Quantum Computing and how it differs from classical computing, helping you to identify the areas where Quantum Computing can be most beneficial for your business.
Start small: Like generative AI, it’s a good idea to start with a small pilot project before investing many resources into Quantum Computing, helping you test the technology and better understand how to achieve your goals.
Identify the right use cases: Look for specific use cases where Quantum Computing can solve difficult or impossible problems with classical computing.
Work with experts: Quantum Computing is a complex technology, so it’s important to work with experts with field experience, helping you to avoid common pitfalls and to get the most out of the technology.
Consider the cost: Quantum Computing is still relatively expensive and not widely available. Consider the cost of implementing and maintaining a Quantum Computing strategy.
Think about the ecosystem: Quantum Computing requires a different ecosystem than classical computing, such as specialised software, programming languages, and data formats. Make sure to have a plan for addressing these differences.
Be prepared for change: Quantum Computing is a rapidly evolving field, so it’s important to be prepared for change and adapt to new developments.
Try to keep an open mind: Quantum Computing is rapidly evolving, so it’s important to keep an open mind and adapt to new developments.
Ethical considerations: As with any new technology, it’s critical to consider the ethical implications of using Quantum Computing, such as individual and group privacy, bias, and transparency.
