Quantum Leap: How Soon Will Quantum Computing Impact Adland?

When Google scientist Hartmut Neven wrote a post about the performance of the new Willow quantum chip’s almost incomprehensible computational power, he veered down a path that feels like something straight out of science fiction: “It lends credence to the notion that quantum computation occurs in many parallel universes, in line with the idea that we live in a multiverse.”

Does that mean humanity is on the verge of harnessing parallel realities? It’s quite a big question. So let’s narrow it down so that we can get on with our jobs and not have an existential crisis. Is quantum computing realistically going to impact the advertising and marketing space any time soon? And, if so, what might that look like?

First, a brief primer on what quantum computing is. Regular computing processes information in bits (ones or zeros). Quantum computing uses qubits, which can be one, zero, or both at once (in a superposition). This allows quantum computers to explore multiple possibilities simultaneously, making them exponentially faster for certain tasks. Let’s not delve too much deeper into the what or the how, lest we end up pondering the nature of reality itself…

“The ‘when’ is the big question,” that Gourang Metha, managing director at Barbarian, would love to have a definitive answer to (and not lose his sanity in the process of exploring). “Quantum computing is still in its early stages of practical application,” he says. Building and maintaining these systems is incredibly complex, and the development of quantum algorithms applicable to advertising challenges is an ongoing process.

The most accurate answer that most who are clued up can agree on is ‘some years’ from widespread computing adoption. But there could be ways that it impacts brands and their marketing sooner than many predict. As David Plunkett, technical director at Toaster suggests, while “we’re years away from seeing its full potential, the early effects will be felt much sooner, especially in AI.”

One of the first major shifts, David predicts, will be in predictive modelling and trend forecasting. “With AI integrating quantum advancements and analysing far more variables at once, brands will be able to anticipate cultural shifts and audience behaviour before they happen,” he says.

Stuttgart agency Jung von Matt NECKAR has a head of artificial crafts, Christoph Grünberge, who has been keeping an eye on what opportunities this kind of computation could open up for brands. “Imagine AI supercharged by quantum-enhanced machine learning—a digital crystal ball powered by the laws of physics,” he says. “This breakthrough technology decodes consumer behaviour in real-time, tweaking campaigns on the fly and predicting trends before they hit the newsfeed.

Such a data-driven approach empowers businesses to seize emerging opportunities, optimise marketing performance, and outpace competitors in a rapidly evolving landscape. Early adopters are already testing hybrid classical-quantum systems in live campaigns, laying the groundwork for a radical transformation in ad tech.”

It’s the work that AI is already powering that looks set to get a boost when quantum computers arrive. Mansoor Basha, chief technology officer at Stagwell Marketing Cloud, looks at the big picture: “What we consider as speed and new innovations with AI in marketing, quantum computing takes to a whole new level – a level I would consider unfathomable. We will have access to content creation, audience identification, analysis of marketing ROI and new development capabilities of never-before-seen marketing experiences. We think of AI as reasoning and understanding and driving new user interfaces, quantum computing accelerates that beyond imagination.”

“While I think we’re still years away from widespread quantum computing adoption - its potential to transform advertising personalisation is too significant to ignore,” says Nikesh Hotchandani, AI product owner at Tag. “In my opinion, the emergence of quantum computing technology can revolutionise advertising personalisation and dynamic content optimisation in ways that we’ve only seen in the movies.”

Today, production and distribution systems can process large amounts of data to target ads, but these processes do entail high latency - which blocks advertisers from being able to personalise ads on the fly or in real time.

“The emergence of quantum computing would give us the resources required to ingest, validate, process and produce data at a much faster speed,” says Nikesh, allowing a company like Tag to almost instantaneously analyse a users’ complete digital footprint – attributes such as current location, recent purchases, browsing history, social media interactions, etc – and use that to produce, in real time, an ad that’s most relevant for them. “This isn’t just about faster processing, it’s about achieving a level of relevance and timeliness that current systems can only approximate,” he says.

More personalised customer experiences at scale could be in advertisers’ grasp, thanks to how quantum computing could significantly accelerate the training and optimisation of AI models, considers Gourang. “This could revolutionise how we analyse massive datasets, understand customer behaviour, and even create hyper-targeted campaigns,” he says.

Thinking about the transition from binary bits to qubits, it’s easy to imagine how testing creative solutions could be revolutionised. As David at Toaster puts it, “Imagine an ad that isn’t just A/B tested, but A-to-infinity tested, dynamically shifting in response to live emotional signals. Maybe the imagery adjusts, the colour tones adapt, the call-to-action refines itself, all based on quantum-driven probabilities calculated in the moment. This isn’t just personalisation, it’s advertising that behaves more like a living conversation, always evolving and responding to its audience.”

From Gourang’s perspective in leading a technology practice within Barbarian, the real near-term impact won't be about replacing the agency’s current systems. “Instead, the initial value will likely come from the potential it unlocks for other technologies we already leverage. I think of it as a force multiplier,” he says.

This is a ‘seismic shift’ as Christoph at Jung von Matt NECKAR sees it – the fusion of AI with quantum computing won’t change the nature of what the industry does, but speed it up dramatically. “Experts like Patty Lee, chief scientist at Quantinuum, insist, ‘Quantum computing will accelerate ad-tech to levels we have yet to imagine’,” he notes. “Even Bill Gates echoes this vision, asserting that quantum computing isn’t just an upgrade – it’s a transformative force destined to reshape digital ecosystems.”

But it might be more fundamental than simple acceleration. “Quantum computing is often talked about in terms of speed and power, but its potential goes far beyond that, and its real impact could be on creativity itself,” asserts David. Qubits’ non-binary nature could be a game-changer for advertising thinking, he says. “It forces us to rethink how we create, personalise, and optimise campaigns, not just tweaking things, but completely reimagining how ideas take shape in real time.

“This isn’t just about faster data or smarter AI. It’s about how we use that power to create work that still resonates, still feels human. The brands that get this right won’t just be the ones with the most powerful tech. They’ll be the ones that know when to step back from the algorithm and let creativity lead.”

Quantum computing could blow our minds, essentially, triggering a total reappraisal of what advertising can be creatively. “While quantum computing promises to revolutionise how brands connect with consumers, it might also redefine what advertising itself means,” considers Christoph. “Beyond outperforming competitors, this quantum leap could blur the boundaries between marketing and art – transforming ads into immersive experiences that captivate and inspire, not merely sell.”

But if we’ve learned anything from ‘Jurassic Park’, it’s that scientists preoccupied with whether they could do something really need to stop to think if they should. And going all-in on everything quantum computing offers advertisers could well prove catastrophic in the long run. “I believe the real challenge here is going to be balancing technological capabilities with privacy concerns and ethical considerations, ensuring we use advanced technology responsibly while delivering genuine value to consumers,” says Nikesh. 

So how far should personalisation go before brands freak people out? “As with any powerful technology, there’s a balance,” says David. “If brands can predict consumer needs before they’re even articulated, where does personalisation cross into something more intrusive? If AI becomes too good at anticipating behaviour, does marketing still leave room for spontaneity and surprise? These are the questions we’ll need to answer as quantum computing moves from research labs into real-world applications.

“This isn’t just about faster data or smarter AI. It’s about how we use that power to create work that still resonates, still feels human. The brands that get this right won’t just be the ones with the most powerful tech. They’ll be the ones that know when to step back from the algorithm and let creativity lead.”

Even though the people I interviewed for this story are technophiles working in advertising. They’re refreshingly cautious about inviting all aboard the quantum hype train. Christoph reflects on what we’ve witnessed in the most recent AI revolution. “Over the past two years, AI has catapulted from a tech buzzword to the rock star of digital marketing, driving hyper-personalised content, real-time analytics, and agile campaign adjustments[...] The narrative is not just informative; it‘s laced with energetic metaphors and high-impact quotes that convert technical complexity into palpable excitement.”

The same is happening with the power that quantum chips could add to our arsenal. But these are still experimental technologies. Microsoft’s newly unveiled chip – the first to be powered by a topoconductor, which can create a new state of matter that is not a solid, liquid, or gas – needs to be kept at temperatures much colder than outer space in order to work. So while it fits into the palm of your hand, it needs to be in a massive high-tech refrigerator to perform computational tasks.

So people in advertising might need to exercise some restraint. Gourang is excited but realistic: “While I wouldn't advise to overhaul strategies just yet, it's crucial to stay informed,” he says. “We should be exploring potential use cases, collaborating with quantum researchers, and preparing for the day when this technology becomes a viable tool in our customer experience and digital transformation arsenal. The quantum leap is coming, but it will be a marathon, not a sprint.”