Quantum is Coming: Agentic AI Marketers Lead Adoption, Finds Study

Written by MLAI Team | Oct 6, 2025 11:08:50 AM

As quantum computing transitions from academic theory to practical application, a new study reveals that marketers already leveraging agentic AI are spearheading its adoption.

New research from SAS, 'Marketers and AI: Navigating New Depths', shows that while only 16% of marketers overall claim strong familiarity with quantum computing, this figure rises sharply to 49% among those already using agentic AI in their programmes.

The correlation suggests a broader pattern: as organisations advance in AI maturity, their focus naturally extends to adjacent future-facing technologies. Quantum computing, which processes information using qbits capable of representing multiple states simultaneously, offers unparalleled speed in solving complex problems compared to classical systems.

"No surprise"

“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 operating autonomously alongside employees will demand the computational power quantum provides. Future agents creating audiences, analytical models, and real-time recommendations will significantly benefit from quantum capabilities in the coming years.”

The study highlights a proactive approach among agentic AI adopters, with 50% already incorporating quantum into their digital or innovation roadmaps. This shift from passive observation to strategic planning reflects growing recognition of quantum’s potential to support next-generation AI applications.

While most marketers view quantum as a long-term prospect, 31% of agentic AI adopters expect it to impact marketing within two years, and 6% claim it’s already happening.

Impact by Industry

Industry-specific priorities are also emerging. Banking leaders prioritise advanced predictive analysis (80%), insurance focuses on real-time customer journey simulation (69%), and life sciences targets hyper-personalisation at scale (67%).

The public sector shows notable interest in synthetic data generation (29%) and dynamic pricing (27%), while SMBs are more likely than enterprises to see value in synthetic data (20% vs. 11%).

Based on a survey of 300 global organisations—including 160 in EMEA—the report underscores how agentic AI adoption is accelerating quantum readiness. As Moran suggests, the convergence of these technologies may soon redefine marketing’s computational boundaries.