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The use of intelligent decision support systems (DSS) in precision farming provides an opportunity to improve agricultural recommendations and reduce the impacts of agriculture on the environment. Despite the benefits offered by DDS, many farmers remain skeptical of using these hardware and software tools, and their adoption rates have remained low. A survey of 312 South Dakota farmers examined the barriers and opportunities for their engagement with DSS. Exploratory factor analysis was used to analyze 13 Likert scale survey items that probed farmers’ concerns about DSS. Factor loadings indicated that farmers’ concerns are related to high cost, insufficient knowledge, lack of confidence, and cyber security and privacy. A latent profile analysis (LPA) method was used to classify respondents into profiles or groups based on their dimensions of concerns (cost, knowledge, confidence, and security). Results of the LPA revealed that the sample of farmers could be grouped into four distinct profiles that ranged from low to high confidence in the use of DSS for agronomic decision‐making. Giving attention to farmer comfort/concern profiles allows for a more inclusive and better targeted engagement with farmers and potentially increase the adoption of PA. This knowledge can be vital for technology developers, policymakers, and extension services who are keen to promote PA usage among large‐, medium‐, and small‐scale farmers in the United States.

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