Drivers and Barriers to Artificial Intelligence Adoption in Agriculture: A Socio-Technical Analysis of Midwestern United States Farmers

Abstract

The agricultural industry is at a critical juncture, experiencing global pressures in the form of climate volatility, a shortage of labor, and an increase in production costs. Although artificial intelligence (AI) has the potential for revolution due to its predictive analytics and self-controlled machinery, it has not achieved widespread and even distribution for use, especially among small-to-medium-sized farms in the Midwestern United States. This study formulates and empirically examines a comprehensive socio-technical model to determine the drivers and barriers to the adoption of AI in this agricultural region. Based on a synthesized framework of the “Unified Theory of Acceptance and Use of Technology” (UTAUT) and “Task–Technology Fit” (TTF), the study incorporates agriculture-specific contextual factors such as “environmental risk, access to broadband, economic constraints, and policy support”. The analyses of the 489 farmers in the U.S. Midwest were conducted through the “partial least squares structural equation modeling” (PLS-SEM) “SmartPLS v.3.9”. The findings provide full empirical evidence of the proposed model, which supports 11 hypothesized relationships. The key results show that the strongest positive predictors of adoption intention are “performance expectancy, effort expectancy, and trust”. On the other hand, data security concerns and financial restrictions are strong deterrents. The paper also outlines the significant facilitating functions of the broadband infrastructure and policy support in building farmer perceptions of technology’s ease-of-use and facilitating conditions. These lessons can provide policymakers, ag-tech developers, and extension agencies with a roadmap on how to create more equitable and contextual interventions that overcome the rural digital divide and create resilient data-driven farming systems.