Agri-food Monitor 2026: Consumers cautiously embrace AI in the Dutch food chain

The use of AI appears to have a positive effect on how agri-food companies, from farmers to supermarkets, are perceived across almost all the characteristics studied. Companies that use AI are seen as modern and innovative. Consumers also expect AI to help businesses perform better. For example, growers can use AI to pick tomatoes when they are ripe, dairy farmers can use it to monitor their cows, and fruit processors can determine more precisely which stored apples are ready for processing or sale.

These findings come from the eleventh edition of the Agri-food Monitor, a survey of 3,500 Dutch consumers. This year, the monitor focuses specifically on the use of AI. Project leader Mariët van Haaster-de Winter explains: “AI is not only seen as innovative. Consumers also believe that AI can help address societal challenges such as food security, animal welfare, water use and food waste.” On average, consumers see the potential benefits of AI as greater than the risks.

At the same time, consumers consider it important that agribusinesses remain in control when AI is used. They place more trust in the person using the technology than in the AI system itself and value transparency about how AI is being applied. There are also concerns about possible errors and the loss of human contact. AI should therefore primarily remain a tool that supports entrepreneurs rather than replacing them.

Naturalness is an important consideration when it comes to food. Consumers value the idea that food is produced in a natural way. Some consumers nevertheless perceive products made with the help of AI as ‘different’, even when the characteristics of the product itself are unchanged.

“Perception matters,” says Van Haaster-de Winter. “What consumers experience can carry more weight than the factual reality. For companies, it is therefore important not only to communicate about the technology they use, but also to pay attention to consumers’ questions and perceptions of the final product.”

Each year, the Agri-food Monitor also measures public appreciation of several sectors across the food chain. This year, appreciation has remained virtually unchanged.

Dutch arable farming, horticulture and dairy farming receive the most positive ratings. They are followed by fisheries, supermarkets and the food industry. Poultry and pig farming receive the lowest ratings.

Notably, public appreciation of poultry and dairy farming is higher this year than at any point since the survey began in 2012.

“Companies and sectors that want to strengthen public appreciation would do well to engage with society,” says Van Haaster-de Winter. “Overall, public appreciation of the sector is positive. There appears to be sufficient public trust to continue the conversation about changes, innovations and dilemmas within the sector.”