Because of their in-depth knowledge of farmers' profiles and local contexts, but also because of their ability to interact with international actors and projects, farmer organizations (FOs) are increasingly considered as key players in the development of digital advisory services. This co-design with FOs is indeed put forward as a way to produce a more user-relevant and responsible digital advisory services. However, several recent initiatives in Africa show that this is not always the case. Based on a synthesis of literature in two domains (socio-anthropology of development; work on the digitization of advisory services) and a case study in Burkina Faso, this paper analyzes the diversity of reasons motivating the inclusion of FOs in the process of developing digital advisory services; and explores the conditions necessary for the inclusion of these FOs to effectively lead to the creation of a more user-relevant and responsible services. Practical recommendations are also formulated to this end.