Quantum computing will be the next big tech trend to have a major impact on marketing, says Citi CMO Alex Craddock

Business Insider

Citi chief marketing and creative officer Alex Craddock tells Business Insider why he thinks quantum computing will be the next big tech trend to have a major impact on marketing.

Transcript

00:00I think, look, outside of Gen AI, the only other one that is on my radar, just because

00:04probably Gen AI is so overwhelming at this stage, it's hard to think about what's beyond

00:08that, I think is quantum computing. I think it's the speed and the impact you're going

00:13to be able to drive. I mean, I think if we all think about Gen AI and what we're doing

00:17today, you know, I dabble away on chat GPT on my phone, we're starting to see it getting

00:21integrated into our iPhones. But beyond that, it's probably not that evident in our lives.

00:27I think we're going to be able to see a scale of personalization that I'm not sure we completely

00:32appreciate it. So if I was to go to a crazy place, and I am kind of going to a crazy place

00:36and making this up. Imagine if you were walking past a billboard and that billboard actually

00:40changed to reflect the fact that it knew it was you because it picked up a signal from

00:45your phone from geolocation, it was able to process the data at such a speed that the

00:51ad that you were seeing was actually highly personalized to you. That's the kind of level

00:55of personalization that I think we're going to be stepping into. And if you start to scale

01:00that across everything we do, not just marketing, and how we are engaging with branded content

01:05becomes a really interesting world we're about to step into where we could all be living

01:08in a world that's slightly different to the person next to us, right? And whether that's

01:12on our TVs, in our hands, on a billboard, wherever else we spend time. That's where

01:18I think we're heading. That's either exciting or terrifying. I think it's quite exciting.

01:23In my last five months, having got the thought leadership team within my group, you can imagine

01:27I've got a bunch of really smart people who are very focused on the future, making me

01:32a lot more aware of what is coming and the speed at which some of this new technology

01:36is coming. And quantum computing doesn't feel like it's that far away. And I think it will

01:40be a phenomenal game changer when you actually put something like generative AI together

01:44with quantum computing. And the power that you're going to be able to create is going

01:49to change our lives fundamentally. It's probably still three to five years away, but I think

01:53it's going to come a lot quicker than we realized. And, you know, again, in the spirit of being

01:57curious, I'm trying to educate myself on quantum computing, which I never thought I'd have

02:01to do as a marketer, but there you go. It goes back to the breadth of the role that

02:04we now have. It's exciting, but I'm glad I have these really smart people in my team

02:08who can make me a lot more aware of this and a lot more educated ahead of my own curiosity,

02:13which is great.

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