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Correspondence to Author: Ricarda B. Bouncken, Beate Cesinger, Sven Laudien, Friedrich Bouncken.. 

Department of Business Administration VI Strategic Management and Organisation University of Bayreuth Bayreuth, Germany. ourimpact.community eGbR Munich, Germany and Department of Business Administration VI Strategic Management and Organisation University of Bayreuth, Germany.
University of Bayreuth.

DOI: 10.52338/aast.2026.5368

Abstract:

AI, robotics, and digital platforms are reshaping agri-food systems and driving fundamental changes of business models. Drawing on business model theory, the activity-system perspective and business model innovation literature, this study conceptualizes the transformation of Agriculture 4.0 business models. Agriculture 4.0 transforms incumbent agritech business models by integrating connected machinery, analytics, and services into platform- and service-based architectures that enable continuous, outcome-linked value creation, delivery, and capture. These business model changes illustrate the shift from product-centric logics to data-driven, service- and platform-mediated logics in interconnected ecosystems. Innovation platforms accelerate this shift by embedding start-up technologies, fostering modular experimentation, and shaping architectural reconfigurations, positioning data, software, and ecosystem orchestration as central sources of competitive advantage. Platforms also generate power asymmetries, dependencies, and governance challenges, highlighting the openness-control dilemma in ecosystem design and governance. By framing Agriculture 4.0 as a systemic business model transformation rather than a mere technological upgrade, this study provides a conceptual foundation for understanding how AI- and robotics-enabled datafication reorganizes value creation, delivery, and capture, offering insights into opportunities, risks, and the distribution of power across contemporary agricultural ecosystems.

Keywords: smart farming; agriculture 4.0; digital transformation; business model innovation; platforms; servization; artificial intelligence and robotics; innovation ecosystems.

Citation:

Dr. Ricarda B. Bouncken, Business Model Innovation In Agriculture 4.0: Implications Towards Servitization And Platformization. Annals Of Agricultural Science And Technology 2026.