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.
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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.