Why digital agricultural technology fails in everyday use, and what
questions manufacturers should be asking

The result: extra work instead of efficiency gains!

Farmers are well aware of this. In our case study, a quarter of farms say they do not use digital process control and management at all. Furthermore, 40 per cent consider their skills in work-related digital tasks to be too low. At the same time, almost all plan to significantly increase their use over the next three years.

This is crucial for manufacturers. If digital solutions fail in everyday use, it is not just the use of individual features that suffers. Confidence in digitalisation, service and the brand can also decline. The next digital innovation will then not be driven by curiosity. It will be driven by scepticism.

1. Systems do not communicate well enough with one another
   Data is generated on the machine. It needs to go into the farm management system. And from there, it needs to feed into documentation, planning or the next decision. It is precisely at these junctures that things often go wrong. This is more than just a technical problem. It is an everyday problem. Every additional export, import or manual intermediate step costs time.
2. Data does not reach where it is needed
   An application map is planned. The job is in the office. But it doesn’t appear on the tractor, or only after several intermediate steps. Then no digital workflow begins. Then a search begins. It is at moments like these that it is decided whether a digital solution acts as a help or as yet another item on the to-do list.
3. Changing equipment and roles disrupts workflows
   On many farms, machines, equipment and personnel change. The driver switches from the tractor to the forage harvester. The sprayer is hitched to a different tractor. The farm manager plans. Someone else carries it out. If settings, jobs or field data are lost in the process, the farm has to do the work again. What should be running digitally ends up back in the heads of individuals, on scraps of paper or in extra phone calls.
4. The learning curve is too steep
   Many farmers try out new technology themselves at first. They test, tinker, ask questions and look for solutions. Some things work. Some things are left by the wayside. This isn’t due to a lack of interest. Often, there’s a lack of an introduction that fits into the daily work routine. Getting started is too complex. In our sample study, 38% of farms would like training, support and assistance from manufacturers or competent consultants – in person, tailored to their needs and on an individual basis. This presents a major opportunity for manufacturers. Good training, clear support and simple onboarding can turn unused features into real time-savers.
5. The benefits become apparent too late
   Farmers do not just compare digital agricultural technology with other agricultural technology. They also compare it with digital applications from their everyday lives. Messaging apps, online shops or banking apps work quickly and intuitively. This experience shapes expectations. If agricultural software seems complicated, the impression quickly arises that it is not worth the effort. Then features remain unused. Not because they have no value, but because their value is not felt quickly enough in everyday life.

and in the office. They reveal the detours, routines and minor annoyances that arise in everyday life.

This is important because farmers, too, do not make decisions based solely on rationality. Of course, cost, time, efficiency and technical performance matter. But frustration, uncertainty, pride, trust and control also shape whether digital solutions are used or not. Understanding these factors enables the development of more suitable solutions. And manufacturers can avoid expensive features that look good in presentations but are rarely used in everyday life.