VML, a global brand creative and digital transformation company today released comprehensive, multi-market research revealing that, while businesses are investing heavily in digital transformation, many are still struggling to achieve success.
The full VML Enterprise Solutions report, “Unlocking the Power of Digital Transformation,” provides detailed insights across 11 key areas including strategy, leadership, customer experience, and AI implementation, and data governance.
VML Enterprise Solutions is VML’s rapidly expanding $1.5 billion technology and transformation division that unites VML’s commerce, customer experience, consulting and technology transformation capabilities, and leverages the strength of WPP Open’s AI-driven operating system. VML recently announced the promotion of Jeff Geheb to CEO, VML Enterprise Solutions.
Key findings from the report include:
- Clear vision is critical – with 64% of digital transformation projects starting without a clear roadmap.
- Customers are often overlooked – 76% of respondents say that digital transformation projects aren’t aligned with customer needs, with many businesses being too internally focused.
- Legacy systems present challenges – 69% say existing systems hinder transformation efforts, while 81% report cloud technology has fundamentally changed their approach.
- AI is redefining digital transformation – 77% of businesses have revised their transformation strategies due to AI, and AI expertise is now the most sought-after capability among third party partners.
- Digital transformation should be based on strong data management – 62% say data silos significantly hinder progress, while a further 59% admit their data practices aren’t mature enough for advanced technologies.
- The human factor remains essential – 83% say transformation success depends as much on people as technology, and businesses must consider how they embed change and enable their teams. 74% of failures stem from poor change management.
“This research exposes the historic but also the new challenges businesses face in their transformation journeys,” said Jeff Geheb, CEO, VML Enterprise Solutions. “The report reveals that successful digital transformation is as much about embracing change and adapting to evolving technologies as it is about strategic clarity. With 74% of leaders experiencing shifting objectives and 77% revisiting strategies due to AI, organizations must approach transformation with boldness, creativity, and flexibility. By fostering innovation, taking creative risks, and aligning efforts around customer needs, businesses can turn challenges into opportunities for sustainable growth.”
James Westoby, CEO EMEA, VML Enterprise Solutions, adds: “This research reveals the true cost and points of failure for digital transformation programmes. And whilst there are encouraging signs, a 37% failure rate is still not nearly good enough. So, there is every incentive for organisations to get it right, securing the investment, collaboration, agility and leadership that’s needed to reach their goals. But few can do it alone – with 81% of all businesses using external partners to guide them and provide the necessary skills – most notably AI, which along with cloud technology, is forcing a powerful reset on digital transformations.”
The study surveyed 4,000 business leaders across the United States, United Kingdom, China, Mexico, India, Germany, Netherlands and Brazil covering senior positions in C-suite and management and functions including marketing, sales, operations and IT. Research was conducted between February 3 and February 14, 2025.
