From the Journal of Rural Studies

Beyond cost-benefit: Governance, trust, and support in the adoption of digital agriculture technologies in Alberta, Canada

Digital agriculture technologies (DATs) promise to enhance productivity, sustainability, and resilience in farming, yet their adoption remains uneven across Canada. This study investigates the socio-technical dimensions of DAT adoption in Alberta's crop and cattle sectors, a key agricultural hub within national and global food systems. Drawing on semi-structured interviews with 14 stakeholders and guided by the Technology Acceptance Model (TAM), the analysis explores producers' decision-making behaviors, trust dynamics, and the perceptions of service providers, industry, and government actors. Findings reveal that adoption is shaped not only by cost–benefit considerations but also by trust in data governance, alignment with operational realities, and access to contextualized agronomic support. Persistent barriers include limited data literacy, interoperability challenges, and inadequate post-adoption support, while opportunities lie in AI-enabled tools, peer learning, and co-designed service models. Policy recommendations highlight the importance of region-specific demonstration projects, the development of a national ag-data ethics charter, and greater investment in knowledge-sharing infrastructure. By centering producer perspectives and systemic constraints, this study contributes to the design of inclusive and scalable strategies for advancing digital agriculture in Alberta and beyond.

By Hanan Ishaque, Juhi Huda, Guillaume Lhermie

Published February 2026.