AI is not the future but already the present of agriculture.
This creates an unexpected occupation for every farmer in Australia.
This occupation is creating a culture of AI consumption in agriculture.
Australian Consumer Law can help. So, let’s go?
The era of AI begins in agriculture
This article is the second in a series of articles about AI in agriculture by Pavel Kuliuk for Australian Rural & Regional News.
Artificial Intelligence (AI) is becoming a hot commodity for farmers. The world press is running a massive advertising campaign for AI trying to impress readers with the super capabilities of artificial intelligence. The pages of newspapers are filled with facts about impressive innovations. Machines that automatically destroy weeds in the field with laser beams, devices that catch and recognise pests and then destroy these insects,1 identify sheep by recognising their muzzles2 and much more. All this looks like science fiction and is the future of agriculture.
But the most impressive thing remains beyond the newspaper pages. AI has already quietly become a part of agriculture. This is the real AI of today. And this AI is used for free by tens of millions of farmers. You can use this AI without much effort and using only your mobile phone and computer. No need to buy anything! This is truly incredible!
Uncivilised AI
In 2025, machine learning and computer vision technologies dominates the agricultural AI market. These technologies are the basis of computer programs for “precision farming.”3
That is, the really working and widely used AI is concentrated in the segment of information support for optimisation of the vegetative cycle of plants (farming activity). These can be highly specialised programs for combating plant diseases4 or programs aimed at providing comprehensive services to increase crop yields.5 Today, free AI-based programs will help you determine plant diseases and methods of combating this disease based on a photograph. Determine the correct date for applying seeds, fertilisers, chemicals for pest control. Determine frost losses. Find weeds in the fields and learn how to destroy these weeds. Determine the quality of the soil and learn methods for improving arable land. Using AI, you can calculate the NDVI index.
For example, you can download a program with AI to your phone. Then take a photo of a plant that you think is sick and upload this photo to the program. AI will determine the plant’s disease and offer treatment options for the plant. This is the simplest function of AI.4
There are more complex solutions. For example, tracking the level of plant vegetation in a particular field.5 To do this, a field belonging to a farmer is entered into the AI program database. The farmer marks the boundaries of the field on a map made by satellite. Along with the field boundaries, the farmer enters data on the type of planted plants, planting date, watering dates, fertiliser spraying dates, etc. The AI program is connected to a system that provides satellite images of the field. Analysing photos of satellite images and entered data on plants in the field, AI shows in which part of the field the plant vegetation is normal and abnormal. Usually, for this, the field is painted in different colors by AI. AI also provides advice on how to improve plant vegetation. For example, increase watering or add fertilisers.
To get these AI services, all you need to do is download free software to your smartphone or computer. Some free AI services have tens of millions of downloads and operate in almost 200 countries and 20 languages. In some cases, the programs have additional options, for example, user communities. These communities are created for communication between farmers and can provide additional moral and informational support for agricultural producers.
As we can see, AI has become a regular product, like cars or sausages. AI sellers act like any other seller. They use behavioral sciences, take into account the cultural and social characteristics of consumers and develop marketing strategies, part of which is the free status of AI. In the current situation, farmers using AI services are in a similar position as buyers of traditional services, such as people renting houses or hiring a lawyer. However, whereas in the case of using traditional services, the consumer can make a choice based on various tips and support, in the case of AI, everything is much more complicated.
The culture of AI consumption has not yet developed. You will not be able to get a guarantee for AI services such as when buying a car, for example, when the manufacturer guarantees you trouble-free engine operation for a given distance. You will not be given a quality certificate for AI as you would for Parmesan cheese. This is at the very least strange, because, after all, using AI could make your agricultural season unprofitable. Unbelievable!
How to tame AI
But don’t be confused! Although AI is still a new and unexplored commodity in Australia, there are forces in the country willing to take on this child of scientific and technological progress. No matter how impressive the capabilities of AI, Australian legislation remains more important and stronger than artificial intelligence. The Australian Competition & Consumer Commission (ACCC)6 answered several questions related to the use of AI by Australian citizens. The information provided to ARR.News by the ACCC spokesperson provides some early guidance to farmers who want to entrust their crops to artificial intelligence.
ARR.News: From a consumer protection perspective, is it better for Australians to buy AI services from an Australian company or from an overseas company?
ACCC: All businesses that carry on business in Australia, including businesses based overseas that transact with consumers in Australia, must comply with the Australian Consumer Law (ACL). This includes businesses providing AI services to consumers.
ARR.News: If AI services are provided free of charge, does the company providing these services bear any liability?
ACCC: Under the ACL, businesses must not engage in misleading or deceptive conduct or make false or misleading representations, including for services that are provided for free as part of their business.
ARR.News: What are the basic rights and obligations of Australian citizens when purchasing AI?
ACCC: Australians looking to use AI services as part of their business should be aware they may be liable for the actions and representations made by the AI services they use.
ARR.News: What advice would you give to Australians looking to use AI services in the agricultural sector?
ACCC: If consumers have an issue with a business that they cannot resolve directly with the business, consumers can contact their state or territory consumer protection agency, who may be able to assist.
As we can see, the ACCC appears to be confident about the capacity of the ACL to protect Australian AI consumers. However, there is a small but important nuance. There have not yet been any real battles for the rights of AI consumers in Australia. But such battles are already taking place in other countries. And the results of these court proceedings are encouraging for a person and not for AI. In response to the question, “Have there been any precedents where Australians have defended their rights against companies providing AI services?”, the ACCC spokesperson gave the following as background:
ACCC: A recent Canadian tribunal decision (Moffat v Air Canada, 2024 BCCRT 149) held a corporation (Air Canada) liable for the outputs of its generative AI as if it were generated by its employees or agents.
Your use of AI is more than just buying services. It forms part of the chronicle of the culture of consumer AI. All your reactions to the results of the work of artificial intelligence are important for the creation of this culture. Please share your experience with other people, write reviews, contact the ACCC if necessary and do any other actions that consumers of ordinary goods and services do. The more active people interact with AI, the more civilised, effective and safe AI might become. After all, people created AI, AI did not create people. Remembering this may be the best way to make AI better.
References
1. https://www.forbes.com/sites/ganeskesari/2024/03/31/the-future-of-farming-ai-innovations-that-are-transforming-agriculture/
2. https://arr.news/2025/07/23/the-brains-behind-the-baa-advanced-ai-models-move-into-the-paddock/
3. https://www.researchgate.net/publication/390694604_Artificial_Intelligence_in_Agriculture_Market_2025_Trends
4. https://plantix.net/en/
5. https://onesoil.ai/en
6. https://www.accc.gov.au/
