Policy Brief 5 - Analysing farmers' motivations regarding digitalisation

European agriculture is increasingly expected to meet productivity, environmental and climate objectives. Digital technologies such as sensors, farm management software, robotics and data-based decision tools are promoted as key solutions (Klerkx et al., 2019). According to Iliopoulos et al. (2025), farm digitalisation is not solely a technological process but constitutes a broader transformation of farm management practices, professional identities and governance relationships. Although stakeholders widely acknowledge the potential benefits of digital tools, significant barriers continue to limit their effective and equitable adoption. These barriers include high investment and operating costs, limited access to digital skills and training, insufficient rural connectivity, persistent distrust towards technology providers and public institutions, and uncertainty regarding data ownership and control (Iliopoulos et al., 2025; Rotz et al., 2019). These challenges are particularly pronounced for small and medium-sized farms and in regions with limited digital infrastructure (Iliopoulos et al., 2025; Klerkx et al., 2019). This policy brief addresses the question: How can European policy ensure that farm digitalisation is economically viable, socially acceptable and environmentally effective?