Can you recall the days when navigation meant unfolding a paper map, or research involved flipping through encyclopedias? The world has since embraced digital transformation, but recent events in the agricultural sector and beyond underscore that technology’s true value lies not just in its adoption, but in the ambition and mindset behind its use.
Consider the case of Klarna, a payment plan firm that two years ago replaced 700 customer service employees with AI chatbots to cut costs and boost efficiency. However, the focus on cost reduction rather than enhancing customer experience led to the AI struggling with complex queries. Klarna is now rehiring staff, aiming to blend AI and human intelligence to improve customer service. This shift highlights that the best outcomes stem from investing in both technology and people. As AI evolves rapidly, maintaining curiosity and adaptability is crucial.
Yet, technology can also be a double-edged sword. Hackers recently targeted major UK firms like M&S, the Co-op, and logistics company Peter Green Chilled, disrupting digital platforms that businesses and consumers rely on. These incidents remind us that while technology can drive progress, it can also be exploited for malicious purposes. Robust processes, security measures, governance, and training are essential to managing digital systems effectively.
Moreover, technology can sometimes bring a sense of isolation. Richard Ling, an AF Member participating in the Fresh AF programme, shared his experience in a short film. He reflected on how farm machinery cabs are now packed with technology to measure, monitor, and control tasks, enabling farmers to cover more ground efficiently. However, he questioned whether the farming industry, which already struggles with mental health issues, has adequately addressed the need for training and support to prevent farm staff from feeling isolated when working alone with only technology for company.
Despite these challenges, technology, when used wisely, can significantly advance businesses. For instance, an AF Member in Devon invested in a new timber drying system, creating a new product line. A dairy farmer in Leicestershire used a cow health and hygiene monitoring app to cut costs substantially. Meanwhile, a premium salad leaf producer in Warwickshire employed digital recording to track Pak Choi harvesting, streamlining the cool chain for retail supply.
We are not reverting to a pre-digital world, nor should we. Instead of fearing technology, we should engage with it more consciously, questioning how and why we use it. The goal should be to leverage technology to enhance our unique human capabilities, not just the bottom line. As Samantha Barrell of AF Group suggests, the future lies in striking a balance between technological advancement and human touch.