Lost in Translation: AEC Tech’s Missing Role

Key Takeaways

• Inbetweeners bridge technical expertise and on‑site operational needs
• Complexity bias leads creators to over‑engineer solutions for AEC firms
• Lack of authority prevents internal champions from rejecting overly complex products
• Hiring an inbetweener early boosts pilot conversion to contracts

Pulse Analysis

Digital transformation in architecture, engineering, and construction (AEC) has surged, yet many firms still wrestle with a paradox: abundant software tools that sit idle while crews rely on phones and Excel. The disconnect stems from a traditional procurement mindset that evaluates technology on feature count rather than on‑site workflow integration. As projects become more data‑driven, the pressure to adopt AI‑enabled inspection apps, BIM extensions, and IoT sensors grows, but without a clear bridge between developers and field operators, adoption rates remain dismal.

The concept of the “inbetweener,” coined by Dooley and Rönkä, reframes this challenge as a talent gap rather than a technical one. Inbetweeners possess deep understanding of construction processes and the ability to speak the language of software architects. They can identify when a proposed solution adds unnecessary layers of complexity, challenge product roadmaps, and ensure that user experience aligns with daily site realities. By giving this role formal authority, organizations prevent the common pitfall where a technically elegant app is approved by enthusiastic IT managers but rejected by the workers who must actually use it.

For AEC startups and scale‑ups, institutionalizing the inbetweener role early can be a competitive differentiator. It shortens the pilot‑to‑contract cycle, reduces costly re‑engineering, and builds credibility with conservative construction firms. Companies should craft job descriptions that combine product management, service design, and on‑site operational experience, and embed the position within both the product team and the client‑engagement function. As the industry moves toward tighter integration of AI and real‑time data, the inbetweener will become as essential as the software engineer, ensuring that technology delivers tangible value on the ground.