Agriculture in the digital age: organizational challenges for the adoption of AI and Big Data

IntroductionThe article analysed how artificial intelligence (AI) and Big Data became key tools for generating competitive advantage by transforming complex data into useful information for decision-making. It highlighted that, beyond access to technology, organisations needed to adapt their structure and strategy to truly harness its potential. The research focused on the agricultural industry in Extremadura, a region with low GDP per capita and an ageing population that has traditionally been resistant to change. Development The Fourth Industrial Revolution, characterised by the rapid expansion of disruptive technologies, profoundly changed the way companies operated. In the agricultural sector, AI and Big Data made it possible to monitor crops, automate machinery and optimise resources. However, their adoption required more than just technological tools: it involved an organisational transformation that included professional training, investment in digital infrastructure and a culture of innovation. In Extremadura, the lack of university education and a preference for traditional methods limited the effective implementation of these technologies. Conclusion It was concluded that the incorporation of AI and Big Data was essential to improve the competitiveness, efficiency, and sustainability of the agricultural sector in Extremadura. However, its success depended on a profound change in organisational mindset and institutional support through public policies, training, and incentives. The key was not only in having technology, but in knowing how to integrate it strategically to transform the business model and face future challenges.