The digital seedbed: a comparative analysis of GenAI adoption and its socio-cultural implications in the rice seed economies

Purpose This study aims to analyze the digital transformation within the global seed industry, specifically focusing on the adoption and sociocultural implications of Generative AI (GenAI) in rice seed production. It investigates how contract rice growers perceive the value of GenAI, the skills needed to use it, and its potential impact on existing social structures and power dynamics. Design/methodology/approach A mixed-methods approach based on grounded theory was used. The research primarily analyzed qualitative data to explore the tensions between traditional expertise in seed cultivation and data-driven knowledge from AI. The study examined different rice production systems, including those in the United States, Mercosur, and India, to provide a comparative analysis. Findings The study's key findings reveal a series of complex social and technological dynamics within the rice seed industry. A significant digital divide exists among different grower networks, creating disparities in access to and proficiency with new technologies. The adoption of GenAI is also prompting a redefinition of the grower’s role, shifting their primary function from a traditional cultivator focused on embodied expertise to a data manager who must interact with and interpret AI-generated insights. Furthermore, the integration of GenAI has the potential to either exacerbate or alleviate existing inequalities between large-scale commercial seed producers and smallholder farmers, making it a critical factor in the future of equitable agricultural development. Research limitations/implications This study's findings are intended to inform the development of more equitable and context-aware policies and technologies for the future of the global seed industry. By highlighting the complex social dynamics introduced by GenAI, the research provides a framework for addressing potential challenges and ensuring a more inclusive digital transition. Originality/value This research provides a unique and valuable contribution by offering a comparative analysis of the sociocultural implications of GenAI adoption across diverse global rice seed production systems. It is one of the first studies to explore the tensions between traditional knowledge and AI-driven data in this context, offering a new perspective on the human element of digital agriculture.