AI Adoption Isn't a Technology Problem
It's a social dynamics challenge.
Most digital transformations fail not because of the technology, but because organisations overlook the critical role of informal influencers, social capital, and knowledge absorption. Research-backed frameworks that actually work.
Grounded in recent PhD research (2025)
48
Stakeholders Studied
67%
Higher Positive Sentiment
4+ Years
Enterprise AI Adoption
Why Most Digital Transformations Fail
Four systemic gaps that derail even the best technology strategies
Underestimating Informal Influence
Formal leaders set strategy, but informal influencers drive day-to-day adoption. Organisations that fail to identify and activate these peer networks see slower uptake and lower engagement.
Knowledge That Doesn't Stick
Training alone isn't enough. Without strong absorptive capacity - the ability to acquire, assimilate, transform, and exploit new knowledge - organisations struggle to translate learning into tangible outcomes.
Missing the Social Infrastructure
Technology adoption is fundamentally a social process. Without intentional communities of practice, cross-functional bridges, and platforms for knowledge sharing, change efforts stall.
No Framework for Success
Most organisations lack a clear lens to understand what's working and what isn't. Without a structured approach to mapping social capital, knowledge flows, and organisational context, interventions are guesswork.
These aren't just theoretical problems. They're patterns observed across 48 stakeholders in a four-year enterprise AI adoption study.
Explore the research findingsHow We Support Your Digital Transformation Journey
Influencer Network Mapping & Activation
Identify the formal and informal influencers within your organisation who will drive (or block) technology adoption.
What you get:
- Social network analysis of key stakeholders
- Influencer profiles (formal managers vs. informal peer leaders)
- Activation strategy for engaging both influencer types
- Community of practice design
Who it's for: Organisations beginning digital transformation or struggling with resistance to existing initiatives.
Absorptive Capacity Assessment
Evaluate your organisation's ability to recognise, assimilate, and apply knowledge about new technologies from external sources.
What you get:
- Diagnostic assessment of knowledge acquisition, assimilation, transformation, and exploitation
- Gap analysis showing where knowledge flows break down
- Recommendations for learning infrastructure
- External-internal knowledge bridge strategy
Who it's for: Firms that have invested in technology training but see limited real-world application.
Digital Transformation Strategy & Change Management
End-to-end consulting to design and execute your digital transformation programme, grounded in research-backed frameworks.
What you get:
- Custom adoption roadmap aligned to your organisational culture
- Formal + informal influencer engagement plans
- Social capital building interventions
- Measurement framework to track adoption progress
- Ongoing advisory support
Who it's for: Leadership teams committed to getting digital transformation right from the start.
Critical Thinking in the AI Age
Training programmes for students, educators, and professionals to navigate an AI-driven world.
Research-Backed. Real-World Tested.
Recent PhD in Digital Technology Adoption (2025)
Research conducted within a Big Four professional services firm examining how internal influencers use social capital and absorptive capacity during AI transformation. Published findings on the distinct mechanisms formal and informal influencers use to drive technology adoption.
Enterprise Experience
Direct observation of technology adoption programmes at scale, with access to stakeholders across operational, tactical, and strategic levels. Deep understanding of professional services environments and enterprise digital transformation.
Proprietary Frameworks
Developed conceptual models integrating social capital, absorptive capacity, and contextual enablers that practitioners can use to diagnose and accelerate adoption. Extends established theoretical frameworks (Nahapiet & Ghoshal, Zahra & George) for digital technology contexts.
What the Research Reveals
Informal Influencers Drive Adoption
Research across 48 stakeholders revealed that informal influencers (employees without management authority but with significant peer influence) exhibited 67% higher positive sentiment regarding technology adoption than formal leaders. They engage in active knowledge assimilation, using peer networks to solve problems in real time.
Hybrid Networks Accelerate Change
The study identified "hybrid networks" that combine formal and informal structures, creating multiple pathways for knowledge flow. Organisations with strong hybrid networks demonstrated faster adoption and higher user satisfaction.
External Communities as Knowledge Resources
Successful adopters leveraged external user communities as knowledge reservoirs, with internal influencers performing a critical "external-internal knowledge bridge" function by translating vendor community knowledge for organisational application.
Social Capital Enables Absorptive Capacity
The research demonstrates that social capital (trust, networks, shared understanding) and absorptive capacity (ability to acquire and apply new knowledge) operate reciprocally. Organisations must invest in both to achieve successful technology adoption.
The Framework
Based on these findings, a three-level conceptual framework was developed: technology adoption at the core; social capital and absorptive capacity in an inner ring; and six contextual factors (culture, strategy, learning and development, communication, digital tools, and impact) in an outer ring. This framework provides a structured approach to diagnosing and accelerating adoption.
How We Work Together
Discovery
30-60 minute consultation to understand your digital transformation challenge, organisational context, and current state. No obligation.
Diagnostic
Structured assessment of your influencer networks, social capital, and absorptive capacity. Delivered as a findings report with recommendations.
Strategy
Co-create an adoption roadmap tailored to your organisation's culture, structure, and strategic objectives.
Activation
Execute the strategy through workshops, stakeholder engagement, and ongoing advisory support.
Ready to Make Digital Transformation Work?
Book a consultation to discuss your technology adoption challenge. No sales pitch, just a conversation about whether our research-backed approach is right for your organisation.