The marketing world is about to enter the quantum realm, and no, it’s not a CGI sub-atomic universe from a Marvel movie. In early June, Interpublic Group of Companies (IPG) entered into a pact with quantum-computing firm D-Wave Quantum to research and develop marketing applications of the futuristic-sounding tech. 

While the deal is still in early days, executives believe quantum computing will eventually enable IPG to operate at a higher level of efficiency that will help them master mandates in tech-intensive areas that are increasingly key to business growth. IPG has already begun experimenting with models for clients such as Coca-Cola and Verizon, though representatives declined to offer specifics.

First, a quick, simplified explainer: Classical computing as we know it is surprisingly simple. Information is broken down into a binary language, indicated as either a one or a zero. Strung together in different combinations and sequences, these binary “bits” create the code that is the basis of most computer operations. Quantum computing, on the other hand, runs on quantum bits — also known as “qubits” — that exist in a state of “superposition” where they can hold the value of one and zero simultaneously. 

Qubits operate in tandem and can be “entangled” across vast lines of data, so that when one variable changes, a second (or third, fourth, hundredth or millionth) variable reacts in kind. The result is computing power that is exponentially faster than and can solve problems that would take an impractical amount of time for binary computers to figure out. 

That’s a lot of technical jargon for an industry that is just wrapping its head around generative AI. But the end result is that quantum computing can take current AI models and make them smarter, faster and more realistic, according to proponents. It can also find solutions to other complex marketing and business issues — like audience segmentation, media optimization and logistics — that are difficult to tackle with today’s technology. IPG is leveraging D-Wave’s Leap quantum cloud services in tandem with its own troves of agency data, with an initial focus on tasks like audience building and campaign optimization.

“It’s a question of time and it’s a question of priorities,” said Jason Alan Snyder, global chief technology officer at IPG’s Momentum Worldwide, one of the initial groups working with D-Wave Quantum. “We simply don’t have the time or resources to manage that level of complexity right now. We’re doing the best job we can of managing complexity right now because we don’t have the right tools to handle them better.”

To outline the potential, Snyder referred to the classic “traveling salesman” problem that asks: “Given a list of cities and the distances between each pair of cities, what is the shortest possible route that visits each city exactly once and returns to the origin city?” A list of five cities results in 120 possible routes for which there is only one answer. A list of 10 cities creates 3.6 million possible routes. Quantum computing, according to Snyder, can tackle that problem as the list of cities grows into the millions.  

“Using a classical computer to solve that problem is practically impossible,” Snyder said.

Reducing complexity 

Quantum computing’s implications for logistics are obvious, particularly for retailers with national or global footprints and large inventories of varied products. That same information can be used for marketers that run experiential programs that require precise coordination of teams and equipment, or even those who are simply looking to reduce their carbon footprints, Snyder said. The field also has practical implications for putting data to use in new and different ways, particularly as third-party identifiers like cookies deprecate and consumers expect even more personalization in real time. 

“Quantum computing can make those algorithms more efficient,” said Snyder. “We have very, very complex problems to solve, and quantum computing can play a role in solving them.”

Of course, for employees in an industry that is already anxious over how tools like generative AI might affect their jobs, the prospect of an exponentially faster and smarter method of computer might be a bit frightening. The fear is understandable, Snyder acknowledged, but the flip side is many of the mundane tasks — even some of those that might involve human creativity — can be automated, freeing people up to work on other problems that might be more philosophical, artistic or ethics-based. Snyder suggested agencies ultimately might need to get on board or get out of the way when it comes to these types of tech advancements. 

“It’s not about getting ahead of the competition; it’s about preparing for the future,” said Snyder. “We are going to understand new vectors of opportunity that we haven’t even considered before.”