Artificial Intelligence in Brazilian Technical Assistance and Rural Extension: Opportunities, Challenges, and Service Implications

Authors

DOI:

https://doi.org/10.5902/2318179693342

Keywords:

Digital rural extension, Digital inclusion, Rural community

Abstract

The present study analyzes the potential and challenges of incorporating Artificial Intelligence (AI), specifically chatbots, as an interaction tool in public Technical Assistance and Rural Extension (Ater) services aimed at family farming in Brazil. The research stems from the context of social isolation caused by the Covid-19 pandemic, a period in which the emergency use of messaging applications highlighted the need for technological adaptation of extension services. The analytical procedure adopted is based on a literature review, articulating statistical data (such as the TIC Domicílios survey and the Agricultural Census) regarding the reality of digital access in rural areas with the theoretical frameworks of Russell and Norvig (theoretical concepts of AI), Yuval Harari (impacts of automation on the workforce), and Paulo Freire (dialogism and cultural invasion). The main findings demonstrate that, although chatbots have a high potential to optimize service time, reduce operational costs, and provide quick answers to routine questions, their implementation faces severe structural barriers, notably the deficiency of internet infrastructure on rural properties and the high rate of digital illiteracy among elderly farmers. It is concluded that AI should function as an integrated support network for the extension agent, and not as their substitute, making it essential to preserve face-to-face actions so that rural extension maintains its humanized, horizontal, and dialogic character.

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Author Biographies

Gabriel Arroyo, a

Advertising professional, PhD from the Graduate Program in Science, Technology and Society at the Federal University of São Carlos (UFSCar), and Master in Media Communication from São Paulo State University (UNESP). Faculty member of the Department of Human and Social Sciences at the University of Araraquara (UNIARA) since 2006, teaching in the programs of Digital Design, Psychology, Advertising and Propaganda, Fashion Design, and Digital Games. Has experience in the field of Communication, with emphasis on Visual Communication, Graphic and Digital Design, Photography, and Podcast and Videocast production. Member of the Aurora Network for dialogues on Digital Technical Assistance and Rural Extension (ATER) in Latin America. Part of the research group “Rural Horizon” (Methodologies for Digital Technical Assistance and Rural Extension).

Ezequiel Redin, a

Associate Professor in the Department of Education at the Polytechnic College of the Federal University of Santa Maria (UFSM) and Professor in the Graduate Program in Rural Studies (PPGER/UFVJM). 

Luciane Ribeiro do Valle, a

She holds a degree in Journalism from the Pontifical Catholic University of Campinas (1997), a master's degree in Communication Sciences from the University of São Paulo (2001), and a PhD in Science, Technology and Society from the Federal University of São Carlos (2023). She is currently a professor at the University of Araraquara. She has experience in the field of Communication, with an emphasis on Radio, working mainly on the following topics: journalism, communication, radio language, radio, and radio journalism. She is a journalist and host of science and technology outreach programs on Uniara FM Radio.

Luís Fernando Soares Zuin, a

Faculty member of the Department of Biosystems Engineering at the School of Animal Science and Food Engineering, University of São Paulo (FZEA-USP). Holds a degree in Animal Science (UNESP-FCAV), a Master's in Veterinary Medicine (UFMG-EV), a PhD in Production Engineering (UFSCar-DEP), and a Postdoctoral degree in Production Engineering (EESC-USP). Serves as advisor in two graduate programs: Management and Innovation in the Animal Industry (PPGIIA-FZEA-USP); and Science, Technology and Society (PPGCTS-UFSCar). Coordinates the Aurora Network for dialogues on Digital Technical Assistance and Rural Extension (ATER) in Latin America. Leads the research group on Digital ATER “Rural Horizon.” Develops research and university extension projects focused on teaching-learning methodologies for dialogical and participatory Digital ATER. Also studies the development of Digital Communication Ecosystems in territorial networks. Through these studies and experiences, the communication methodology “Dialogues in Rural Territories” was developed. Based on this methodology, 20 books have been published, containing 1,167 educational materials (voice messages, videos, infographics, texts, and posters) in Portuguese and Spanish. A total of 106 individuals participated in the creation of these books, including researchers, professors, undergraduate and graduate students, journalists, and a musician, representing 24 Brazilian and international organizations. He was coordinator and author of the book Agribusiness: Management, Innovation and Sustainability, a finalist for the 58th Jabuti Prize in the category of Economics, Administration and Business.

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Published

2026-06-30

Issue

Vol. 33 (2026): Extensão Rural

Section

Extensão e Comunicação Rural

License

Todo o conteúdo do periódico, exceto onde está identificado, está licenciado sob uma Licença Creative Commons do tipo atribuição BY-NC-SA 4.0 Internacional.