Here is a transcript of the video.

Alex Craddock: I think, look, other than the AI ​​generation, the only other one that’s on my radar, just because the AI ​​generation is probably so overwhelming at this point, that it’s hard to think about what’s at the top -beyond that, I think it’s quantum computing.

I think it’s the speed and impact that you’re going to be able to drive. I think if we all think about the AI ​​generation and what we’re doing today – I’m trying my hand at ChatGPT on my phone, we’re starting to see it integrate into our iPhones – but beyond that, It’s probably not that obvious in our lives. I think we’re going to be able to see a scale of customization that I’m not sure we completely appreciate.

So if I had to go somewhere crazy and I kind of go somewhere crazy, I make this up – imagine if you walked past a billboard and that billboard changed to reflect the fact that he knew it was you because it picked up a signal from your phone, geolocation, it was able to process the data at such speed that the ad you saw was actually highly personalized for you.

That’s the kind of level of customization I think we’re going to get into. And if you start to extend that to everything that we do, not just marketing and how we interact with branded content, it becomes a really interesting world that we’re about to enter into and that we might all live in a slightly different world from the person next to us. And whether it’s on our televisions, in our hands, on a billboard, wherever we spend time, that’s where I think we’re headed. It’s either exciting or terrifying. I think it’s pretty exciting.

Over my last five months, thanks to the thought leadership team within my group, you can imagine that I have a group of really smart people who are very focused on the future, which makes me much more aware of what’s coming and how quickly some of these new technologies are coming, and quantum computing doesn’t seem that far away.

And I think it’s going to be a phenomenal game changer when you actually combine something like generative AI with quantum computing and the power that you can create is going to fundamentally change our lives.

It will probably take another three to five years, but I think it will come much faster than we thought. And again, out of curiosity, I’m trying to learn about quantum computing, which is something I never thought I’d have to do as a marketer, but there you go. This brings us back to the magnitude of the role we currently play. It’s exciting, but I’m happy to have some really smart people on my team who can make me a lot more aware of that and make me a lot more aware of my own curiosity, which is great.