This paper examines how Greek farm advisors are adapting to the transition to Agriculture 4.0, focusing on changes in their professional identities and competency needs. The study reveals that advisors see Agriculture 4.0 as more of a disruption than an evolution, leading them to adopt new roles emphasizing beneficence while underemphasizing societal impacts. Additionally, advisors prioritize different competencies based on their perceptions of the future of Agriculture 4.0, highlighting the emergence of a culture that values data and technology over human advice.