At this year’s Tech Hub LIVE event in Des Moines, Iowa, artificial intelligence (AI) took center stage, reflecting its growing influence in the agricultural sector. As ag tech continues to advance, industry leaders are not only exploring how to integrate AI but also how to ensure it provides tangible benefits. Among the voices leading this discussion was Amy Asmus, owner of Asmus Farm Supply and current Chair of the Agricultural Retailers Association (ARA), who shared her insights during a special edition of CropLife Retail Week.
Asmus approached the topic of AI with a pragmatic perspective, emphasizing the need for technologies that address specific gaps in the growing season. “I always look at technology as a broad umbrella,” Asmus explained. “You have technologies that enhance operations, but I was really looking for tools that help us during the growing season, between planting and harvest. That’s where the gaps still exist.” Her comments underscored a key theme of the event: the importance of moving beyond the hype to focus on practical applications.
A recurring phrase at the event was “garbage in, garbage out,” highlighting the critical role of high-quality data in making AI effective. Asmus echoed this sentiment, stressing that retailers must ensure the technologies they introduce to growers are not only impressive but also impactful. She referenced a point made by keynote speaker Jeff Blair: “Just because we can doesn’t mean we should.” Asmus uses a simple framework to evaluate new technologies, asking, “What is it? So what? Now what?” If these questions can’t be answered satisfactorily, she suggested, the technology may not be worth the investment.
One of the vendors Asmus highlighted was Emergent, which presented an Internet of Things (IoT) framework designed to aggregate real-time sensor data to aid decision-making during the growing season. “They’re partnering with a lot of sensor providers,” Asmus noted. “If you’ve got a sensor that could benefit growers, you need to talk to them.” This example illustrates how AI can be harnessed to provide actionable insights, provided the data is reliable and relevant.
Asmus also emphasized that growers are not a monolithic group; their comfort levels with data and technology vary widely. She recounted an experience with a grower who felt overwhelmed by the complexity of field maps, saying, “I don’t know if I can do this again next year — it makes me feel unwise.” This anecdote underscored the need for ag retailers to adopt a tailored approach to AI adoption, one that considers the unique needs and preferences of each grower. “As trusted advisors, we should be solving problems — not just selling another revenue stream,” Asmus said.
While much of the excitement around AI focuses on its potential for revolutionary change, Asmus and other speakers at the event noted that incremental improvements can also deliver significant benefits. For example, an AI-powered tool that reduces the time it takes a retailer to look up label information from three minutes to 15 seconds may seem minor, but it can add up to substantial time savings over a season. Asmus referred to these as “cracked black” efficiencies — small wins that collectively make a big difference.
Reflecting on the progress made since last year’s Tech Hub LIVE, Asmus acknowledged that AI is no longer just a theoretical concept but is being actively used in the field. However, she remains focused on the fundamental question: Does it help the grower? “We’re here to solve problems, not just dazzle with tech,” she said. “At the end of the day, if the grower doesn’t care, why should we?”
The conversation around AI in agriculture is clearly evolving, with a growing emphasis on practicality and value. Asmus’s insights highlight the need for a thoughtful, grower-centric approach to AI adoption, one that prioritizes meaningful outcomes over technological novelty. As the industry continues to explore the potential of AI, the role of retailers as filters and guides will be crucial in ensuring that these technologies deliver real benefits to growers.