Digital transformation in poultry farming: impacts of industry 4.0 on rural performance and sustainability

Poultry farming occupies a strategic position in Brazilian agribusiness, combining economic relevance with profound social and environmental implications for rural communities, within the broader context of digital globalization. This study investigates how Industry 4.0 technologies such as the Internet of Things, automation, artificial intelligence, and blockchain are reshaping poultry production in Southern Brazil as part of transnational supply chains. Drawing on a multiple case study of six family farms integrated into the poultry supply chain, the research compares adopters and non-adopters of digital technologies. Data were collected through in-depth interviews, field observations, technical records, and production indicators. Findings reveal that digital adopters achieved higher productive performance (7% average productivity gains, lower mortality, improved feed conversion), cost reductions (12% less operational expenses), and environmental efficiency (reduced energy and water use). Moreover, digitalisation positively influenced youth engagement in rural succession, making poultry farming more attractive to younger generations. However, the study also highlights structural barriers including connectivity gaps, high investment costs, limited technical capacity, and data governance asymmetries which intensify the dependence of farmers on integrators. Comparative evidence from China, India, and Eastern Europe underscores that, while digital transformation in poultry farming is a global trend, it takes diverse forms and carries contrasting implications for equity and sustainability in rural territories. This article contributes theoretically by bridging debates on digitalisation, rural development, and sustainability; empirically by offering novel evidence from integrated family farms in Southern Brazil; and practically by outlining a roadmap for inclusive and gradual adoption of Industry 4.0 technologies. These findings underscore that digitalisation is not a neutral process but a socio-technical transformation embedded in global flows, driving efficiency and sustainability while reinforcing North-South inequalities if not supported by equitable global governance.