In an era where “Artificial Intelligence” has revolutionised the acronym AI for farmers, opportunities offered by the collection, processing and use of detailed information are substantial. So, perhaps, are the risks. There are significant challenges to be overcome if the full potential of data-based decision-making is to be realised. How should the data be gathered in the first place? How much data is needed, and can there be an excess that hinders rather than helps? Who owns the data? How should it be processed and interpreted to obtain maximum benefit? Who takes responsibility if things go wrong? How far down the AI route should we go? Where in the dairy foods chain could data use have most (and least) impact?