This paper details a qualitative investigation of human factors
relating to adoption of digital agricultural technologies on Australian farms. We employed
an ‘ecosystems’ approach to undertake a case study of a cotton farm’s transition to digital
farming. Interviews and participant observation were conducted across the farm’s supply
chain to understand how the experiences, perceptions, and activities of different
stakeholders constituted a community-level orientation to digital agriculture, which enabled
and constrained on-farm adoption. Technology providers installed a variety of
data-generating technologies – remote sensors, automation, satellite crop imagery, WiFi/4G
connectivity, and a customised data dashboard on the farm. However, the farmers lacked
digital and data literacy skills to access, manage and use data effectively and
independently. Specialist expertise for data translation was required, and support and
resourcing for the farmers to acquire data capabilities was limited. This ‘data divide’
between the generation and application of farm data was complicated by broader issues raised
by participants about data ownership, portability, privacy, trust, liability, and
sovereignty, which have been observed internationally. The paper raises questions about the
level of expertise farmers should be expected to attain in the transition to digital
farming, who in the ecosystem is best placed to fill this ‘data divide’, and what
interventions are necessary to address significant barriers to adoption in rural
communities. It also highlights a tension between farmers’ $2 as decision-makers on their
own properties and their $2 on digital technologies – and the ecosystems that support uptake
of digital AgTech – to inform on-farm decisions.