January 10, 2025
Forbes
Jason Snyder
When Nvidia CEO Jensen Huang suggested that practical quantum computing may still be 15 to 30 years away, he reignited skepticism about the technology’s readiness. This perspective has led to significant declines in quantum computing stocks, with companies like Rigetti Computing, D-Wave Quantum, IonQ and Quantum Computing Inc. experiencing substantial drops.
While Huang’s remarks might apply to fully scalable, general-purpose quantum systems, they ignore the tangible value quantum computing is already delivering today.
Nvidia CEO Jensen Huang addresses the timeline for quantum computing, suggesting the technology is Ritzau Scanpix/AFP via Getty Images
Quantum computing is no longer an abstract concept confined to physicists or futurists. It’s actively reshaping industries by solving problems classical systems can’t handle. From marketing logistics to predictive analytics, quantum computing is transforming decision-making — providing faster, more efficient solutions to some of the most complex challenges businesses face.
By focusing solely on a distant horizon for “very useful” quantum computers, Huang’s perspective risks overlooking the incremental yet impactful progress happening now. Early adopters are already leveraging quantum to optimize logistics, streamline operations and uncover insights at speeds classical systems cannot achieve.
The quantum era isn’t decades away — it’s unfolding in real-time.
Today’s predictive analytics tools are powerful but falter in the face of exponential complexity. Classical systems, even when supercharged with machine learning, are designed to evaluate problems sequentially. For example, optimizing a global marketing campaign involves juggling budget allocations, consumer preferences and channel strategies while responding to shifting conditions in real-time.
This is where classical computing struggles. The sheer number of variables makes solving such problems akin to finding a needle in a haystack — except the haystack is constantly growing. Quantum computing, by contrast, processes multiple possibilities simultaneously, making it uniquely suited to tackle this level of complexity.
How Quantum Works: Beyond 1s and 0s
The fundamental difference between classical and quantum computing lies in how information is processed. Classical computers rely on bits that represent either a zero or a 1.
Quantum computers use qubits, which leverage the principle of superposition to exist in multiple states simultaneously. Imagine flipping a coin where it can land on heads, tails — or any position in between. This allows quantum computers to evaluate countless possibilities simultaneously, drastically reducing computation time.
Another cornerstone of quantum mechanics is entanglement, where qubits become interconnected. Changes in one qubit instantly affect others, no matter how far apart they are. This interconnectedness enables quantum systems to collaborate on complex problems more effectively, creating an exponential leap in computational power. Paired with wave/particle duality, which allows quantum systems to navigate probabilities and uncertainties, these features make quantum computing ideal for solving optimization challenges at scale.
Quantum’s Tactical Power: Marketing Logistics
Quantum computing is already proving its value in areas like marketing logistics. Consider a global campaign where decisions about ad placement, budget distribution and timing hinge on thousands of variables. Classical methods require weeks of analysis; quantum systems solve these problems in minutes. For example, using quantum annealing, to evaluate all potential marketing campaign configurations simultaneously, finding the most effective strategy.
This isn’t theoretical—businesses are already using quantum to:
- Dynamically reallocate budgets to maximize ROI.
- Align campaign launches with real-time consumer sentiment.
- Optimize ad placement across platforms for peak engagement.
The result? Less waste, faster execution, and deeper insights into consumer behavior.
Quantum Computing in Action: Transforming Marketing Logistics
My perspective is not theoretical. I have practical experience working with quantum to solve business problems. Starting in 2023, I collaborated with D-Wave, to tackle one of the most persistent challenges in experiential marketing: optimizing campaign logistics in real-time. Marketing logistics, by nature, is a highly complex problem, involving thousands of variables like audience segmentation, channel preferences, budget allocation and timing. Traditional computing systems often struggle to provide actionable insights within the necessary timeframes.
Using D-Wave’s quantum annealing technology, we addressed this complexity head-on. The quantum system evaluated millions of potential configurations for a global marketing campaign — dynamically identifying the most effective strategies for resource allocation, ad placement and campaign timing.
The results were transformative:
Budget Optimization: Quantum annealing reallocated budgets across multiple markets in real-time, ensuring maximum return on investment.
Real-Time Adaptability: The system-aligned campaign launches with shifts in consumer sentiment, allowing us to pivot quickly in response to changing conditions.
Onsite Activation Precision: Experiential activations were optimized to align with audience demographics, location-specific engagement patterns, and real-time event dynamics, ensuring maximum impact and minimizing resource waste.
What would have taken weeks of manual analysis and iterative testing with classical systems and processes was completed in minutes using quantum computing. More importantly, the process revealed more profound insights into consumer behavior—patterns that traditional systems might have missed entirely.
As Tom Sivo, VP of Emerging Technology at Interpublic says, “Quantum computing is redefining the boundaries of what’s possible in marketing. By solving complex optimization problems in real-time, it’s enabling us to deliver hyper-personalized experiences, streamline resource allocation, and adapt to consumer behavior faster than ever before. The ability to harness quantum for experiential activations, campaign planning, and predictive analytics isn’t just a technological leap—it’s a paradigm shift that will shape the future of marketing for years to come.”
This wasn’t just a theoretical exercise. It was a practical demonstration of how quantum computing can empower marketers to make smarter, faster decisions that directly impact the bottom line. It also underscored the importance of collaboration between businesses and quantum technology providers like D-Wave to unlock these capabilities.
The Real Game Changer: Quantum + AI
While quantum computing excels at optimization, pairing it with artificial intelligence unlocks even more potential. AI is adept at pattern recognition and predictive modeling but struggles with computational bottlenecks when dealing with massive datasets. Quantum computing eliminates these barriers, accelerating AI’s capabilities.
Quantum-enhanced AI can:
Train faster by processing large datasets in parallel.
Make predictions with greater precision by evaluating all potential outcomes simultaneously.
Solve previously intractable problems, such as hyper-personalizing real-time customer experiences.
For businesses, this means AI models trained on quantum-optimized data can uncover insights that drive more accurate, impactful decision-making.
Data As The Catalyst For Quantum
While quantum computing offers unparalleled speed and efficiency, it’s only as effective as the data it processes. Clean, structured, and actionable data remains the cornerstone of successful quantum applications. Early adopters of quantum have learned this lesson: without meticulous data preparation, even the most advanced quantum algorithms will fall short. This highlights a critical priority for businesses today—investing in better data pipelines to prepare for quantum’s transformative potential.
Dispelling Myths: Quantum’s Current Reality
It’s vital to approach quantum computing with realistic expectations. The technology is still in its early stages, and its hardware requires precise operating conditions, such as cryogenic cooling near absolute zero. Additionally, quantum systems are not general-purpose—they excel in specific areas like optimization and simulations but complement rather than replace classical systems. What’s clear, however, is that the technology is advancing rapidly. Hybrid quantum-classical systems are bridging the gap, delivering tangible results while paving the way for broader adoption.
What Businesses Can Do Today With Quantum
Quantum computing isn’t just for the tech giants—businesses of all sizes can begin exploring its potential.
Here’s how:
- Identify Optimization Problems: Consider areas where decisions involve numerous variables, such as resource allocation or pricing strategies.
- Experiment with Quantum Platforms: Cloud-based tools like D-Wave’s Leap or IBM’s Qiskit make it easy to test quantum algorithms without significant investments.
- Prepare Your Data: Quantum computing thrives on clean, high-quality data. Begin refining your data pipelines now to maximize the potential of future applications.
- Start Small: Before scaling quantum solutions across your organization, focus on targeted use cases, such as optimizing ad campaigns or scheduling logistics.
The Quantum Opportunity
Quantum computing is not 30 years away—it’s already transforming industries by solving problems classical systems can’t. From streamlining marketing logistics to enhancing predictive analytics, quantum redefines what’s possible in real-time decision-making. For businesses willing to explore its potential, quantum offers a competitive edge. The quantum era has begun, and its promise isn’t just theoretical—it’s actionable. The question is no longer if quantum computing will matter but how soon you’ll embrace it.
Jason Alan Snyder is a technologist, futurist, and inventor based in New York City. He has written about AI, emerging technologies, innovation, and societal impacts for nearly two decades.
LINK: https://www.forbes.com/sites/jasonsnyder/2025/01/09/quantum-is-decades-away-not-so-fast/