.jpg)
As agentic AI transitions from theory to practice, a new frontier emerges in marketing, with forward-thinking organizations incorporating quantum computing into their innovation roadmaps. According to a new study from SAS and Coleman Parkes, titled Marketers and AI: Navigating New Depths, early adopters of agentic AI are leading the charge into quantum computing.
16% of marketers overall understand quantum computing well, rising to 49% among agentic AI adopters.
50% of agentic AI adopters have integrated quantum computing into their innovation roadmaps.
31% of adopters expect quantum impact on marketing within two years; 6% say it's already occurring.
Banking sees 80% potential in advanced predictive analysis; insurance at 69% for real-time customer journeys.
Life sciences focuses on 67% hyper-personalization; public sector on 29% synthetic data generation.
Study surveys 300 global marketers from SMBs to enterprises across industries.
Marketers have progressed from GenAI experimentation to deploying AI agents and preparing for quantum computing. The study reveals that while only 16% of marketers overall grasp quantum computing, this figure surges to 49% among those using agentic AI in marketing programs. This trend underscores how AI maturity heightens awareness of complementary technologies like quantum, which leverages quantum mechanics and qubits to process complex problems exponentially faster than classical systems.
"It's no surprise that agentic AI adopters are already looking ahead to quantum computing," said Jonathan Moran, Head of Martech Solutions Marketing at SAS. "Having hundreds, if not thousands, of agents that will operate alongside organizational employees in an autonomous fashion will certainly require the computational power that quantum provides. With future agents creating audiences, analytical models, optimization routines, AI-based decisions and journeys, concurrent customer recommendations, and even digital virtual environments – the need for what quantum provides will be significant in the coming years."
Agentic AI adopters are proactively building infrastructure for future technologies, with 50% incorporating quantum computing into digital or innovation roadmaps. This proactive stance contrasts with broader industry caution, signaling a shift toward long-term planning to support escalating AI demands in marketing operations.
While most marketers view quantum as a distant prospect, agentic AI adopters project shorter horizons: 31% anticipate marketing impacts within two years, and 6% report current effects. In comparison, planners and observers expect longer timelines, emphasizing the forward momentum among adopters who are actively deploying agentic AI, while planners aim to start within a year and observers within two years.
Quantum computing's applications vary by sector, reflecting tailored visions for operational enhancement. In banking, 80% highlight advanced predictive analysis as the prime opportunity. Insurance professionals prioritize real-time customer journey simulation at 69%, and life sciences experts target hyper-personalization at scale with 67% interest. The public sector demonstrates elevated focus on synthetic data generation (29%) and dynamic pricing (27%). Notably, SMBs show 20% likelihood of benefiting from synthetic data generation, surpassing enterprises at 11%.
The report draws from a survey of 300 global organizations, from SMBs to enterprises with over 10,000 employees, spanning diverse industry sectors among marketing professionals. This data illuminates the accelerating convergence of agentic AI and quantum computing, positioning early adopters to redefine marketing efficiency and innovation.
SAS is a global leader in data and AI. With SAS software and industry-specific solutions, organizations transform data into trusted decisions. SAS gives you THE POWER TO KNOW®.
TechIntelPro empowers B2B technology decision-makers with the latest industry trends, deep insights, leadership perspectives and actionable intelligence to drive both organizational and professional milestones—and thrive on the tech pulse.