Alex Craddock, Chief Marketing Officer at Citi, has shared his vision for how quantum computing combined with generative AI will fundamentally transform marketing and personalization within the next three to five years. In a recent interview, Craddock explained that while generative AI currently dominates the technology landscape, quantum computing is rapidly emerging as the next game-changing innovation that marketers need to understand.
Craddock envisions a future where hyper-personalization reaches unprecedented levels through the convergence of quantum computing’s processing power and AI capabilities. He painted a vivid picture of walking past a billboard that instantly changes its content based on geolocation data from your phone, delivering a completely personalized advertisement in real-time. This level of customization would extend beyond billboards to TVs, mobile devices, and every touchpoint where consumers interact with branded content.
The Citi CMO emphasized that quantum computing’s speed and processing capabilities will enable marketers to analyze and act on data at scales previously impossible. When paired with generative AI tools like ChatGPT, which consumers are already beginning to see integrated into everyday devices like iPhones, the combination promises to create what Craddock describes as a world where “we could all be living in a world that’s slightly different to the person next to us.”
Craddock acknowledged that this vision is both “exciting and terrifying,” but he leans toward excitement about the possibilities. Having recently brought a thought leadership team into his organization, he’s become increasingly aware of how quickly emerging technologies are advancing. The CMO noted that quantum computing “doesn’t feel like it’s that far away” and expects it to arrive faster than most people realize.
Interestingly, Craddock highlighted how the modern marketing role has expanded dramatically, requiring CMOs to educate themselves on technologies like quantum computing—something he “never thought [he’d] have to do as a marketer.” This reflects the broader transformation of marketing leadership, where understanding cutting-edge technology has become as important as traditional marketing skills. The executive credits his team of “really smart people” focused on future trends for helping him stay educated and ahead of the curve in this rapidly evolving landscape.
Key Quotes
I think if we all think about gen AI and what we’re doing today — I dabble away on ChatGPT on my phone, we’re starting to see it getting integrated into our iPhones — but beyond that, it’s probably not that evident in our lives. I think we’re going to be able to see a scale of personalization that I’m not sure we completely appreciate it.
Alex Craddock, Citi’s CMO, explains how current generative AI applications are just the beginning, and quantum computing will enable personalization at scales we haven’t yet fully grasped.
Imagine if you were walking past a billboard and that billboard actually changed to reflect the fact that it knew it was you because it picked up a signal from your phone, from geolocation, it was able to process the data at such a speed that the ad that you were seeing was actually highly personalized to you.
Craddock provides a concrete example of how quantum computing’s processing speed combined with AI could enable real-time, individualized marketing experiences in physical spaces.
I think it will be a phenomenal game changer when you actually put something like generative AI together with quantum computing and the power that you’re going to be able to create is going to change our lives fundamentally. It’s probably still three to five years away, but I think it’s going to come a lot quicker than we realized.
The Citi CMO emphasizes the transformative potential of combining these technologies and provides a timeline that suggests quantum computing applications are closer than many expect.
I’m trying to educate myself on quantum computing, which I never thought I’d have to do as a marketer, but there you go. It goes back to the breadth of the role that we now have.
Craddock reflects on how marketing leadership roles have evolved to require deep technical knowledge, illustrating the broader transformation of executive responsibilities in the AI era.
Our Take
Craddock’s perspective is particularly valuable because it comes from a practitioner at a major financial institution rather than a technology vendor with products to sell. His three-to-five-year timeline for quantum computing impact is notably aggressive and suggests that enterprise adoption may accelerate faster than current market predictions. The combination of quantum computing and generative AI represents a potential inflection point where AI capabilities could leap forward exponentially rather than incrementally. However, the hyper-personalization scenario Craddock describes also raises critical questions about surveillance, consent, and the psychological impact of living in individually-tailored realities. His admission that this future is both exciting and terrifying is telling—even enthusiastic adopters recognize the profound societal implications. The fact that a CMO feels compelled to study quantum computing demonstrates how AI and advanced computing are breaking down traditional role boundaries, requiring leaders across all functions to develop technical literacy previously reserved for IT departments.
Why This Matters
This story is significant because it signals how enterprise leaders at major financial institutions are preparing for the convergence of quantum computing and AI. Citi is one of the world’s largest banks, and when its CMO publicly discusses quantum computing as a near-term reality, it indicates that this technology is moving from theoretical to practical business applications faster than many anticipated.
The implications extend far beyond marketing. Quantum-powered AI could revolutionize personalization across industries, from healthcare to finance to retail, fundamentally changing how businesses interact with customers. Craddock’s vision of real-time, hyper-personalized content delivery raises important questions about privacy, data ethics, and the future of consumer experiences.
For businesses, this represents both an opportunity and a challenge. Companies that fail to prepare for quantum-enhanced AI capabilities risk falling behind competitors who can deliver superior personalization. For workers, particularly in marketing and technology roles, this underscores the need for continuous learning and adaptation as the skill requirements for these positions evolve dramatically. The three-to-five-year timeline Craddock mentions suggests organizations need to begin strategic planning now.
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