Bridging the Gap Between Marketing and IT: How Business Leaders Can Accelerate AI Adoption

New Bounteous White Paper Highlights AI Adoption Challenges for Business Leaders

Bounteous, a global digital transformation consultancy, has released a white paper titled "The AI Whitespace: Addressing Challenges to Unlock Potential." The report draws on a survey of over 300 senior executives across North America and Europe to identify a key barrier to AI adoption: misalignment between marketing and IT teams.

As generative AI moves beyond experimentation into essential business functions, the white paper stresses that success depends on more than just technical deployment. It requires a company-wide shift that aligns skillsets and strategies across departments.

Bridging the Gap Between Marketing and Technology

The study shows that many organizations struggle to move AI initiatives from pilot projects to meaningful, scalable impact. A major hurdle is the disconnect between marketing and IT, which slows down AI integration and blocks value realization.

Martin Young, EVP of Data & AI at Bounteous, explains, "Integrating AI across a business isn't just a technology play; it's an organizational shift. To progress beyond early wins, companies need to transform skills across their workforce."

Practical Framework for AI Maturity and Adoption

"The AI Whitespace" offers leaders a clear framework to assess their AI maturity, pinpoint bottlenecks, and develop a roadmap for business-driven AI adoption. This approach helps executives align investments and leadership efforts to accelerate AI’s impact.

For businesses aiming to lead with AI, the full report provides actionable insights and strategies to close organizational gaps and scale AI initiatives responsibly.

Bounteous Recognized for AI and Digital Marketing Excellence

For the third consecutive year, Bounteous was named a Representative Vendor in the 2025 Gartner® Market Guide for Global Digital Marketing Agencies. The report highlights agencies’ growing investments in AI training and technology, citing Bounteous’s merger with Accolite Digital as a key example.

About Bounteous

Bounteous partners with ambitious brands to deliver end-to-end digital transformation solutions. Their expertise spans Strategy, Analytics, Digital Engineering, Cloud, Data & AI, Experience Design, Digital Experience Platforms, and Marketing.

With over 4,500 experts across the Americas, APAC, and EMEA, Bounteous combines technical skill and domain knowledge to create digital experiences that improve customer engagement and drive business growth.

The company’s unique Co-Innovation methodology aligns interests and accelerates value creation, helping clients tackle today’s challenges and prepare for future opportunities.

Executives interested in accelerating their AI journey may also explore practical AI training options available at Complete AI Training.