Australian farms are at the forefront of a wave of technological change coming to agriculture. Over the past decade, more than US$200 billion (A$305 billion) has been invested globally into technologies such as pollination robots, smart soil sensors, and artificial intelligence (AI) systems designed to aid decision-making. However, the farmers themselves remain cautiously optimistic about these advancements.
In a comprehensive study, dozens of Australian farmers were interviewed about their views on AI and digital technology. The findings reveal that while farmers possess a sophisticated understanding of their needs and the potential benefits of technology, they also harbor skepticism about the promises made by tech companies.
The Future of Farming: Precision and Skepticism
The anticipated revolution in agriculture is often referred to by terms like “precision agriculture,” “smart farming,” and “agriculture 4.0.” These concepts suggest a future where the interplay between humans, technology, and nature is fundamentally altered. Remote sensing technology could monitor farm systems, autonomous vehicles might patrol fields, and AI could predict crop growth or cattle weight gain.
Despite these promising prospects, there is another narrative at play. It involves farmers and communities shaping their own futures and recognizing meaningful changes from the past. This perspective emphasizes the importance of human agency in technological adoption.
AI, Country Style: Farmer Insights
Our research team conducted over 35 interviews with livestock producers across Australia. Two dominant themes emerged from these discussions, encapsulated in the phrases “shit in, shit out” and “more automation, less features.”
The phrase “shit in, shit out” is a colloquial adaptation of the computer science adage “garbage in, garbage out.” It reflects farmers’ concerns that unreliable or overly abstract data could lead to flawed outputs. Many farmers expressed distrust in new technologies when they were unsure of the underlying data and knowledge.
A Different Kind of Automation
Conversely, “more automation, less features” captures what farmers desire: technologies that may lack complexity but can reliably perform tasks. Australian farmers are eager for labor-saving technologies, especially in rural areas where human labor is scarce. Historical innovations like windmills, wire fences, and the iconic Australian sheepdog have been integral to farming, offering simplicity and clarity of purpose.
These classic technologies, while not autonomous like modern drones or vehicles, provide similar benefits. “More automation, less features” suggests a digital product that aligns with farmers’ vision of useful technology: transparent, reliable, and a complement to human labor.
Lessons from the Past: The Suzuki Sierra Stockman
One farmer reminisced about the Suzuki Sierra Stockman, a small, no-frills four-wheel-drive vehicle that became iconic on Australian farms from the 1970s through the 1990s. She recalled, “Once I learnt that I could actually draft cattle out with the Suzuki, that changed everything. You could do exactly what you did on a horse with a vehicle.”
It’s unlikely that Suzuki’s engineers envisioned their vehicle being used for cattle herding in rural Australia. Yet, farmers adapted it for innovative uses, demonstrating how technology can be repurposed to meet specific needs.
Future Technology: Simple, Adaptable, Reliable
The combustion engine was a transformative technology for 20th-century farms. In the 21st century, computers may play a similar role. While computers have traditionally been office technologies, they are increasingly integrated into farming through water tank monitors, soil sensors, and in-paddock scales. These sensors provide data that AI systems can use to assist farmers in decision-making.
AI has the potential to become a cherished tool for farmers, but its success will depend on how well it is adapted by farmers and developed by technologists. The ideal future technology will be simple, adaptable, and reliable, much like the iconic tools of the past.
Thomas Lee et al, Unlocking digital twin planning for grazing industries with farmer centred design, Agriculture and Human Values (2025). DOI: 10.1007/s10460-025-10752-x
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