Artificial intelligence (AI) is making a significant impact on agriculture, with its potential continuing to grow. AI provides innovative applications across different aspects of agriculture, such as resource optimization, climate data prediction, and automation of labor-intensive tasks. Nevertheless, it also introduces various challenges. The objective of this study is to identify the challenges associated with the adoption and utilization of artificial intelligence in agriculture, categorizing them into data, technology, human, and socio-economic aspects. Among the identified challenges, the ones most critical and relevant to the Serbian agricultural sector are further analyzed, with an assessment of their intensity. The most pressing challenges include data availability, high investment costs, and a lack of awareness combined with limited digital literacy. In contrast, external support and data ownership are less obstructive. This study aims to highlight key areas that require strategic intervention to facilitate AI adoption and unlock its full potential in Serbian agriculture.