Hungarian Farmers and the Adoption of Precision Farming

Abstract Definitions of precision farming emphasise that it is at the heart of the pursuit of economic, environmental and social sustainability. In our study, precision farming is understood as a form of farming that seeks to optimise and manage efficiently, where technology is the key factor, but is primarily based on human knowledge and willingness to use technology. We discuss precision farming as a social innovation of artificial intelligence. Primarily, the social conditions of the application were the focus of our research, which is characteristically different from economic, financial and productivity approaches. The potential for the application of precision farming varies widely from country to country. Our aim is to analyse the diffusion and limitations of precision farming in Hungary and the motivations of farmers. In our qualitative research, we interviewed 60 precision farmers and 10 experts about their perceptions of precision technology and their motivations and barriers to the use of AI. Our results show that the main barriers to the uptake of precision technologies are the low education level of farmers, their inexperience, low interest level and lack of commitment. They are not aware of the benefits of precision technologies and do not take the time to acquire information and knowledge. There is a lack of willingness to cooperate and a very low level of trust among Hungarian farmers.