By Bharath Selvaraj posted 02 Jul 2020

(Mr.Web) Kantar has been awarded a patent relating to Quantum Machine Learning, after work by its Brand Growth Lab in Singapore. Rather than bringing any immediate impact on its methods, the win helps Kantar stake a claim to be at the bleeding edge of AI in marketing.
The Lab was established in 2018 with the support and partnership of Singapore’s Economic Development Board (EDB), and develops advanced analytics solutions for using big data in business decision-making. The patent just announced was granted as long ago as January 2nd by the Intellectual Property Office of Singapore, for a method of optimising AI and machine learning predictions from a classical data feed with a hybrid simulator generated from classical and quantum model structures.
Kantar worked in collaboration with Professor Angelakis of the National University of Singapore’s Centre of Quantum Technologies during the past six months on two quantum experiments using real consumer behavioral data from its panels: the first trialling customer segmentation using quantum machine learning and ‘achieving better results’ than a traditional modelling approach; and the second running a customer segmentation based on media consumption patterns using an IBM quantum computer. The latter ‘identified four relevant consumer segments’ and the parties will now look to demonstrate its superiority or potential superiority over conventional methods, and continue to develop the techniques.

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