Limited attention has been paid to why certain industries, like the AEC (Architectural, Engineering and Construction), is lagging behind in digital transformation. The question can be raised if there are characteristics on industry level that constrain digital transformation? The aim of the paper is to explore how the interactions among four industry key actors; architects, clients, contractors and consultants shape industry characteristics and the options for digital transformation through adoption and use of digital technology. The aim will be achieved through a combination of individual- and focus group interviews with representatives of the key actor groups focused on how they perceive Building Information Modelling (BIM). It is concluded that the characteristics of the industry; the focus on practical day-to-day action, a heterogeneous client side who have difficulties in putting demands on contractors and sub-contractors due to lack of competencies, and a product that raise barriers for process innovations do effectively constrain digital transformation.