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‪This article examines the rise of digital agriculture through the public, private and parapublic organizations that help drive innovation in France’s agro-machinery sector. How has this sector adapted in order to integrate digital tools and meet environmental requirements? Through interviews, observations, and an analysis of grey literature, this article studies the distribution of techno-scientific work on innovation. While public research institutions, such as the CEMAGREF and INRA, contribute to the construction of an informational infrastructure for the agricultural sector (allowing the data produced by machinery to be circulated and exchanged), private research is increasingly focusing on a strategy of digital innovation through services, and institutes of technology are involved in adapting innovations to field problems. By exploring these different areas of activity, this article thus highlights the minor role of environmental issues in the agro-machinery industry’s digital turn.‪