Research from TheyDo, the journey management platform, reveals a growing disconnect between enterprise ambition and AI readiness. Despite doubling down on data and AI, many large organisations are facing a cruel paradox at the heart of AI adoption: the more they rely on data, the less equipped they feel to act effectively on it.  

Enterprise leaders rely on more data than ever – but it’s holding them back. Leaders within 5,000+ employee organisations rely on an average of eight data points to measure performance, compared to 5.4 across all businesses. Meanwhile, they consider over half (52%) of the data points they measure as “critical” to their business versus the average of 43%. 

Data overload and lack of AI-ready infrastructure are roadblocks to enterprise AI adoption. 61% of enterprise leaders say they feel overwhelmed by data, 11% higher than the overall average of business leaders, despite most estimating they only effectively utilise around half of all insights in the business. Poor and inconsistent data quality was cited as the top reason among enterprises for not fully leveraging all data within their business, something that is reflected in their AI adoption concerns, with a lack of AI-ready data ranking as the second biggest barrier for enterprises to effective AI integration. Not having AI-ready data worried 39% of enterprise leaders versus a 28% average.  

“Many businesses think they have a data problem – but what they often really have is a context and connection problem. Enterprises today are heavily reliant on data and dashboards to measure success, but at the same time feel overwhelmed by insights and that data quality is holding them back from both being more insights-driven and unlocking the full value of AI,” said Jochem van der Veer, CEO and Founder at TheyDo. “Without a shared view of insights across the full team and the ability to place data in context, even good data becomes noise or gets lost in analysis. Journey management is emerging as a critical solution for enterprises that are swimming in data but worried they aren’t able to see the bigger picture and fully utilise their insights. It’s uniquely designed to bring together varied datasets and inconsistent data.” 

A(I) crisis of trust and capabilities 

Despite the increasing hype around AI, the research revealed only 28% of businesses believe they are fully utilising AI. Retailers are notably falling behind – while 40% of financial services firms are already seeing value from AI investments, a third of retailers haven’t implemented AI at all into their business.  

For more insights from TheyDo’s research, download the “Data, Decisions, and Doubt: A 2025 Leadership Perspective” report: https://www.theydo.com/2025-leadership-perspective 

TheyDo is a customer journey management platform designed to help organisations align strategy, planning, and delivery around customer journeys. By providing tools to map, structure, and manage customer experiences, TheyDo enables businesses to uncover opportunities, track metrics, and integrate workflows across teams, fostering a journey-centric approach to customer experience. 

About the Report 

The report is based on a survey conducted by Sapio Research in the US, UK, and the Netherlands for TheyDo, featuring the opinions of 500 leaders in industries including financial services, healthcare, retail, and manufacturing. It examines the challenges of data-driven decision-making and offers solutions to help businesses navigate the complexities of the modern data era.