UK mid-market firms divided on AI & tech as advice gap grows

New research from Thinc has found that UK mid-market organisations are struggling to make progress with technology and AI adoption due to difficulties in sourcing reliable advice and a lack of alignment among leadership teams.

The study highlights that while both business and IT leaders recognise the need to improve productivity, there is significant disagreement about how best to achieve that goal.

Boardroom divisions

According to Thinc's findings, 39% of Chief Executive Officers and Chief Financial Officers cite budget constraints and limited resources for external IT support as a primary factor slowing IT decision-making. In contrast, 56% of Chief Technology Officers and IT leaders are actively seeking increased automation and smarter systems, illustrating a divide between people-led and technology-led approaches to productivity.

"Mid-market organisations don't lack ambition - they lack clarity," says Dominic Ball, Managing Director and Co-owner at Thinc. "Too often, businesses are trying to solve the right problems with the wrong tools, or they're stuck debating whether tech or people are the answer. The truth is, the answer is different for every business, and looks different from every business role. You just need someone who can help you find it."

Technology overload and its consequences

The research indicates that many mid-market firms are already overwhelmed by their current technology infrastructure. Most businesses are still managing IT service management, cybersecurity, compliance, and human resources management internally, which frequently results from years of reactive IT purchases and pressure-led buying from vendors. The outcome has been patchwork systems that often do not match broader business objectives, in some cases actually inhibiting operational efficiency.

The promise and promotion of AI and automation have compounded these pressures. While 54% of business leaders view AI as an immediate opportunity for transformation, this enthusiasm has not always translated into coordinated deployment across enterprises. Instead, different business units progress at varying speeds, or in some cases, in divergent directions.

Notably, 74% of CEOs position AI as central to their future strategy. However, the lack of overall alignment between senior leaders leads to investments in technology that may follow industry trends rather than address specific business needs, risking tools being acquired without a clear plan for their integration or impact.

The search for advice

The study also reveals that many mid-sized organisations struggle to find impartial, actionable advice when it comes to technology decisions. Vendors are often seen as having a sales agenda, while internal resources are described as too embedded in day-to-day challenges or siloed from other departments to offer a strategic perspective.

CEOs tend to rely on trade shows and industry events for advice, with 62% identifying these as their primary source. In comparison, Managing Directors are less likely to use such sources (36%) and more inclined to consult with IT partners and consultants (56%). The pattern is even more pronounced among CTOs, with 64% drawing insights from a broader range of channels. Few decision-makers report seeking guidance from within their own organisations, a reflection of ongoing skills shortages.

This lack of trusted, unbiased guidance has become a barrier to consistent, united decisions on technology investments, with implications for overall productivity. The report refers to this dynamic as an "Advice Gap."

"Mid-market businesses stand at a crossroads – in a testing climate, they understand that they need to find more efficient ways to work. But it's hard to decide on, let alone commit to, the technology investments that will make this a reality," adds Ball.

"There's never been more information out there about the power of technology. What businesses need is unbiased, practical advice that cuts through the hype. Providers like Thinc are here to give that honest take, looking at the systems and processes that will benefit most from automation and integration, and setting out the most practical route to greater productivity. As our research shows, this is exactly what the mid-market needs."

The report concludes that without clear, impartial advice, companies risk indecisive or misaligned investment in technology, which continues to constrain their potential productivity gains.