Can you Speak Quantum? Insights from Economist Impact’s Commercialising Quantum Global
Last week, TFD’s Quantum Collective team attended client Economist Impact’s 4th Annual Commercialising Quantum Global. The two-day event was filled with thought-provoking conference sessions, panel discussions, and invaluable networking opportunities with both familiar and new faces in the quantum community.
What stood out most was the ongoing challenge of communicating quantum technology, both to the general public and to industry stakeholders, and the need to clearly articulate the commercial potential and benefits.
The Challenge of Communicating Quantum: Closing the Gaps
According to research from the Boston Consulting Group, quantum computing will create $450 billion to $850 billion of economic value globally by 2040. However, a critical question remains: How do we ensure this value is distributed equitably and widely?
One of the goals of UNESCO’s International Year of Quantum (IYQ) is to promote equity in the quantum field through education and policy support. During the event, Amal Kasry, Chief of Section for Basic Science, Research, Innovation and Engineering at UNESCO, identified a key barrier: quantum is fast becoming its own specialised language for future innovation. But one that is often inaccessible and misunderstood by the wider public.
Kasry described a dual challenge: not only is quantum technology poorly understood, but public awareness of it and its potential benefits is lacking. Bridging these gaps is essential for a future where the advantages of quantum are felt beyond the large players.
Balancing Hype with Reality: How to Communicate Quantum Without Overhyping
A recurring theme throughout the event was the notion of balancing hype and enthusiasm with realism. We’ve seen quantum dominating the headlines in 2025 with “breakthrough” announcements from major players in the tech industry. Yet, these announcements often don’t stand up to scrutiny within the scientific community.
During the panel discussion “Advantage or overstatement? How to communicate progress without fuelling the hype cycle?” speakers highlighted the pressure to keep stakeholders and investors engaged and almost overcommunicating milestones, leading to news announcements that are often more optimistic than meaningful.
One insight that resonated came from Dean Kassmann, Senior Vice President of Engineering and Technology at IONQ. He emphasised that while the industry is getting better at highlighting milestones, it still struggles to explain their significance. Instead, the sector needs to be better at communicating the bigger picture by focusing on the practical problems quantum can help solve and the broader value it can deliver, rather than the technology itself.
However, in the rush to communicate quantum’s benefits without getting drawn into hype, the industry mustn’t ignore the naysayers. As Sir Peter Knight observed in his opening address, while naysayers can be damaging, so too can hypesters. Finding a balance and communicating honestly about both the challenges and opportunities quantum brings will help to build trust in an evolving industry.
Commercialising Quantum: Moving from Research to Real-World Use-Cases
The UK quantum ecosystem is rapidly developing, underpinned by UK government support, including a new £40 million grant from Innovate UK, building on a £121 million investment last year.
However, funding alone isn’t the solution. In a panel on the UK quantum industry and growth catalysts, speakers Mary Ryan, Vice-provost for Research and Enterprise at Imperial College London; Will Lovegrove, Director of Strategic Innovation Partnerships at University College London; and Tom Foulkes, Director of Research Strategy and Performance at King’s College, raised the point that while the UK is really good at founding start-ups and innovative university spin-offs, it often struggles with scaling.
The next challenge is to move from research and development into deployment and adoption, across sectors such as healthcare, energy, construction and beyond. Panelists repeatedly stressed the need for greater openness and cross-sector collaboration, not just among quantum companies, but with end users across industries, finance, and defence.
To achieve this, companies must start engaging with these stakeholders now to understand the practical challenges quantum systems will need to solve and how they can integrate into current infrastructure.
This collaborative approach should also extend to workforce development. Future quantum talent needs to be nurtured through educational pathways designed in partnership between academia and industry, ensuring students are equipped with the skills needed for real-world applications.
Looking ahead
While the technology continues to progress, the human factors, including communication, collaboration, and education, will ultimately determine how quickly and equitably quantum technologies are adopted. To move from hype to impact, the industry must speak a language that others can understand and one that clearly connects quantum innovation to real-world value.
