Images of Quantum Computing: Taking Stock and Moving Forward

Quantum computing is attracting increasing attention due to both the threats and the opportunities it may present. Nonetheless, the technology is still nascent and thus far lacks substantive commercial applications that can demonstrate, let alone validate, its potential impact. This uncertainty challenges organizations’ ability to make strategic decisions concerning quantum computing. In this study, we explored the practitioners’ discourse about quantum computing and the metaphors used to describe the technology and its prospective value. Building on a thematic analysis of 140 video presentations by quantum computing practitioners, we identified ten distinct metaphors of quantum computing. Subsequently, we sorted the metaphors based on the perceived feasibility and strategic potential of the technology to reveal four ways quantum computing may impact the prevailing digital logic. These findings shed light on the alternative development paths of quantum computing business applications and extend the theoretical foundation of this incipient discourse.