In recent weeks, the scientific community has been shaken by an announcement from China: researchers claim that using quantum computing can break RSA encryption systems, one of the pillars of security in digital communication. This news calls into question the robustness of the encryption upon which most daily interactions rely, from personal messages to financial transactions. While this represents an impressive technological advancement, it also raises significant concerns about the future of global cybersecurity.

RSA encryption is based on a pair of public and private keys. The public key is accessible to everyone, while the private key is kept secret. The basic premise of this system is that although anyone can encrypt a message using the public key, only the holder of the private key can decrypt it. However, with its ability to solve complex problems in unimaginable times for traditional computers, quantum computing is challenging these foundations.

Quantum computing, a discipline that combines computer science, physics, and mathematics, can process massive amounts of information simultaneously. Through mechanisms like quantum entanglement and superposition, quantum computers can theoretically solve encryption equations and problems in ways that, until recently, seemed like science fiction.

This breakthrough affects security and has profound implications for the marketing industry. Artificial intelligence (AI) is one of the most valuable tools for companies today, but its large-scale implementation requires a computational infrastructure that currently does not exist. This has driven the creation of quantum computers capable of processing large volumes of data and solving multiple problems simultaneously, offering companies fast and efficient solutions.

A curious fact circulating today is that generating a single paragraph with tools like OpenAI can consume the same energy as producing a small water bottle. This highlights the enormous energy cost behind artificial intelligence and how quantum computing could significantly reduce it.

What we see today with quantum computing and its ability to break encryption is comparable to what happened in the 1990s with the Millennium Bug, also known as Y2K. At that time, there was fear that when the year 2000 arrived, computer systems would not be able to process the millennium change, leading to a global race to update software and systems. Similarly, in the coming years, we will see a new rush to develop more robust quantum security systems that can withstand advances in quantum computing.

Just as marketing played a crucial role back then in educating businesses and the public about the need to update their systems, today, it will be called upon again to face the challenges posed by this new scenario. Companies not prepared to adopt and take advantage of artificial intelligence, robotics, and quantum computing will fall behind and may see their business opportunities vanish.

Marketing has always been a tool for navigating and adapting to significant technological and social changes. Today, more than ever, it is our responsibility to be at the forefront of these innovations, not just for the benefit of our clients but for society as a whole.