The importance of digital skills diffusion in fostering the architecture, engineering and construction (AEC) industry has been highlighted for more than a decade. The extent to which this objective can be achieved depends on several factors. An augmented building information modelling (BIM) adoption stems from, but is not restricted to, government policies and initiatives. This study aims to assess the diffusion of digital skills, specifically through BIM adoption and to establish feasible strategies for such adoption within the Italian AEC industry,= taking into account institutional, organisational and project-related factors. This purpose is achieved through an initial investigation of the most significant hurdles in BIM uptake and various BIM-promoting policies adopted at an international level. Moreover, a rigorous review of recent developments in the diffusion of innovation theory is presented. Based on findings and combining the experiences of various authors in BIM-related research an exploratory online survey was conducted, resulting in identification of the clients' lack of knowledge as the most critical challenge to BIM adoption in the Italian AEC industry. Following this finding, the study suggests five strategies to leverage BIM benefits to their full extent, to increase the perception of BIM benefits and to bridge the current gap between the industry and academia.