Digitalization of agriculture, often termed "smart farming," is a burgeoning global trend within agri-food systems. Using precision and data-driven technologies like sensors, drones, and artificial intelligence, it aims to enhance decision-making processes for farmers. This shift towards digital tools is largely perceived as a sustainable approach to shaping the future of agri-food systems. By emphasizing the increased food production, digitalization promises various environmental and societal benefits, including enhanced agricultural productivity, resource efficiency, food safety, and climate change mitigation (MACPHERSON, 2022). However, these benefits are predominantly framed in economic terms, potentially overlooking less visible impacts. This article contends that digital-agri-technologies are fostering a narrative of sustainability within Brazilian agribusiness. Through an ethnographic approach at Rio Grande do Sul agricultural fairs, we described how it became apparent that these initiatives aim to rebrand agribusiness as a modern, environmentally conscious endeavor. Brazilian agricultural fairs, historically catering to technical audiences, have evolved into large-scale events targeting broader public engagement (GUIMARAES, 1997). This transition reflects a shift towards promoting agribusiness as a contemporary industry committed to environmental stewardship, food security, and economic growth. While public opinion tends to view technological innovation positively, recent research in Latin America highlights the potential risks associated with unchecked economic growth, such as environmental degradation and social inequalities (LEGUIZAMON, 2020). Despite these concerns, digital technologies are transforming the face of agribusiness, following a broader movement towards the digitalization of life (SEGATA, RIFIOTIS, 2021; ESCOBAR, 1994). This article contributes to ongoing discussions about the transformation of agriculture in the Pampa Region of Brazil. It is part of a larger research project addressing the socio-environmental implications of agribusiness expansion in the Pampa biome, funded by the National Council for Scientific and Technological Development (CNPq) in Brazil.