Changing Perceptions of Agriculture at the World’s Largest Consumer Electronics Expo

October 15, 2019

Agribusiness is looking for new venues to engage consumers in conversations about the critical importance of agricultural technology for the sustainability, availability, and affordability of the food and agricultural products they enjoy.

Precision systems enable farmers to manage and track, year after year, progress toward maximizing the productivity of each field. Less productive areas can be put into conservation, preserving the biodiversity that supports ecosystem services, such as pollination and water filtration.

Yet most consumers are surprised to learn how much advanced technology, including artificial intelligence, computer vision, machine learning, and robotics, is already being used in agriculture.

Visitors to the 2019 Consumer Electronics Show (CES) found themselves staring up at a 20-ton John Deere combine for a closer look at the technology packed machine on display at John Deere’s booth. It was the first time a combine ever appeared at the world-renowned technology trade show.

For many visitors and representatives of the tech media, John Deere’s appearance at the world’s-biggest technology show was initially a mystery. At first many didn’t understand what they were seeing when they came upon the massive green and yellow machines and displays.

Visitors walked away with a better understanding of how technology and farming are intertwined — and why that’s good for farmers, consumers, and the  planet.

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