The marketing industry is no stranger to buzzwords. Marketers and brand owners are all too familiar with getting caught up in them. But they’re not the ones to blame.
What makes it particularly tricky is how far the landscape has shifted. Just as marketers were still trying to make sense of the complex, insular, and somewhat exclusive world of Web3, along came the “real” AI boom... Not just another trend, but an intuitive, accessible and increasingly democratized tool. Where Web3 baffled many with jargon and barriers to entry, AI invited everyone in. And that’s when the fear set in.
When a technology becomes easy to use and available to everyone, it stops feeling like a competitive advantage. If anyone can use AI, how can I differentiate my brand? How can I stay ahead?
This is why many marketers and brand owners are now exploring quantum technology. There's a sense that it's the next big thing, something complex and exclusive enough to give a competitive edge again.
With recent headlines claiming breakthroughs such as Microsoft’s Majorana quantum chip or Google’s Willow, it's only natural to wonder… Does any of this actually matter for marketing, or is it just the latest attractive label?
Let's separate science from speculation
The term 'quantum marketing' entered popular discourse in 2021 via Raja Rajamannar’s book on the future of marketing. But let’s be clear: it’s a metaphor. The book discusses AI, the Internet of Things (IoT), augmented reality (AR) and virtual reality (VR), and automation. In a nutshell, the term 'quantum' is used to suggest the fundamental leap these technologies represent – not quantum computing itself.
In that metaphorical context, it’s effective, it captures the radical shifts that marketers face, such as fragmented customer journeys, the need for real-time engagement and the blurring of the boundaries between the physical and digital worlds.
However, it is important to clarify that quantum computing has no operational role in marketing today.
Imagining a quantum-powered marketing future
Still, let’s entertain the idea… What if quantum computing matures? What could it theoretically unlock for marketing?
- Advanced modelling and segmentation: Quantum algorithms could analyze huge amounts of data in new ways, revealing deeper behavioral patterns and micro segments that current tools cannot identify.
- Real-time optimization: From media buying to campaign orchestration, quantum systems could process multiple variables in parallel, enabling faster, smarter decision-making.
- Next-generation privacy and security: Quantum encryption (such as quantum key distribution) could provide near-unbreakable security, which is essential as data protection becomes a matter of brand trust.
- Hyper-personalization at scale: With unprecedented processing power, marketers could dynamically personalize content and experiences using richer behavioral and contextual cues.
But are these theorizations realistic? To really understand, we need to analyze the current state of play.
So, where are we really with quantum computing?
Unlike quantum marketing, quantum computing is a real scientific field. It’s intended to solve problems that are too complex or inefficient for classical computers.
However, the technology is still in its infancy.
Today's quantum machines are fragile and error-prone, requiring temperatures close to absolute zero to operate. Most systems have only a few hundred functional qubits, which is far short of the one million+ qubits needed for meaningful real world applications.
Microsoft's recent announcement of its Majorana 1 chip, seen as a step towards topological quantum computing, is promising. But it's just that: a stepping stone, not an endpoint. IBM, Google and others have started revising their roadmaps and shifting their focus from increasing the number of qubits to improving error correction and fidelity. Meanwhile, start-ups in this field, D-Wave and Rigetti, have been delisted due to a lack of commercial traction, with D-Wave now also under investigation due to fraud suspicions.
Even when quantum computing reaches maturity, most experts agree that it will be reserved for specialized use cases, such as molecular simulations, advanced cryptography and financial modelling. As for marketing challenges? These are already well served with classical computing, which is faster, more affordable, and compatible with the tools brands are already using.
From the speculative to the actionable – what matters now?
Everything mentioned – better segmentation, smarter optimization, stronger privacy and deeper personalization, can already be achieved today. Not with quantum computing, but with AI, cloud infrastructure, automation and the tools that brands already have at their disposal.
The real issue isn’t future hardware or solutions – it’s the underuse (or misuse) of what’s already available.
Quantum marketing, in its current form, is more myth than method. It reflects the industry’s obsession with 'what’s next' rather than 'what works'.
Today's real breakthroughs aren't rooted in speculative physics. They come from understanding people, not particles. From empathy, not entanglement.
As for the future? Yes, keep an eye on quantum. But don’t wait for it.
The marketers who’ll lead the next era won’t be chasing buzzwords. They’ll be building trust, mastering emotional resonance, and delivering meaningful experiences powered by technology they already understand and control.
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