The rising global demand for animal products and the growing public concerns about the environment and animal welfare require dairy farms to improve their efficiency and apply more sustainable farming systems. Precision Livestock Farming (PLF) could represent a valuable support in addressing these challenges. In recent years, dairy farms have been modernising and introducing new sensors and automatic systems for managing the herd. However, the diffusion of new technologies in Italian dairy farms is still limited and farmers are reluctant to invest in precision systems. The aim of the study was to investigate the presence of PLF tools in Italian dairy farms, the motivations, benefits and limits of technological investments from the farmers' point of view and the factors affecting the diffusion of technology. From November 2020 to June 2021, an online questionnaire was distributed and 52 responses were obtained. About 79% of the farms were located in Lombardy. The more represented milking system was the conventional milking parlour (73%), followed by automatic milking (19%). The average age of respondents was quite low: 35% of them was less than 40 years old and more than 50% was between 40 and 60. Statistical analyses were performed to evaluate the effects of different factors on the presence of technology at farm. The age of the farmer, the milk production level and the presence of an automatic milking system influenced the technological level of the farm. Precision systems that provide information on animal activity for the management of reproduction and on milk yield and flow are the most popular and are considered among the most useful. Management of reproduction and milk production are the areas where farmers appear to show interest for future investments as well. Younger farmers appear to have implemented more PLF systems than older ones, and they show a propensity to invest in latest generation precision tools. Farmers seem to have a growing interest in PLF, but some limits have been identified: the investment costs, followed by the lack of time to check information from sensor systems and the difficulty in data interpretation. As PLF technologies can play an important role in the development of sustainable, animal-friendly and efficient livestock production, further improvements and efforts are necessary to increase the propensity to PLF of dairy farmers. Results can be useful in the Italian context but also in other countries where dairy farming is rapidly intensifying but PLF is encountering resistance. All rights reserved, Elsevier.