A new Compassion paper delivered at a conference in 2017 explains why Precision Livestock Farming (PLF) could drive the livestock sector in the wrong direction. PLF is more likely to be used in large-scale intensive systems in which there is limited potential for delivering satisfactory welfare outcomes. Indeed, PLF may entrench the use of such systems by making them easier to manage. If it is to have a constructive future, PLF must shift towards supporting extensive systems that provide positive experiences for animals.