Three tenets of sustainable intensification should guide the fourth agricultural revolution: people, production, and the planet. Thus far, narratives of agriculture 4.0 have been predominately framed in terms of benefits to productivity and the environment with little attention placed on social sustainability. This is despite the fact that agriculture 4.0 has significant social implications, both potentially positive and negative. Our viewpoint highlights the need to incorporate social sustainability (or simply ‘people’) into technological trajectories and we outline a framework of multi-actor co-innovation to guide responsible socio-technical transitions. Through the greater inclusion of people in agricultural innovation systems guided by responsible innovation principles, we can increase the likelihood of this technology revolution achieving social sustainability alongside benefiting production and the environment.