Within the multifaceted concept of digital transformation, the big data transition presents peculiar traits and characteristics, requiring new analytical and management capabilities but, above all, focused and harmonious development strategies by firms. Even in the age of AI, however, the human role will be crucial: big data does not define a comprehensive strategy by itself but provides assessment parameters to make more informed choices. For this reason, the transition to a business model based on the pervasive use of data should be an incremental and adaptive process rather than a radical transformation process.