Making sense in the cloud: Farm advisory services in a smart farming future.

This paper explores how data-driven smart farming technologies are reshaping the relationship between farmers and advisors. It highlights the evolving role of advisors in interpreting farm data and helping farmers adapt their systems to new technologies, emphasizing the need for advisors to build new skills in linking data to decision-making. The study underscores the importance of advisors acting as sensemakers in the smart farming innovation system, rather than merely promoting or hindering technology adoption.