The Business Case for AgTech: Better Data Is Key to Managing Risk on the Farm
Farming faces mounting financial pressure from rising costs and volatile prices, pushing more producers toward digital tools and agricultural technology. Better data collection and analysis are emerging as critical levers for managing farm-level risk and improving decision-making. The article makes a business case for AgTech adoption as a practical strategy rather than a luxury.
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Key takeaways
Farming is under more pressure than it’s been in years.
Costs are rising, prices are unpredictable, and every decision carries more weight than it used to.
What many still think of as a traditional industry is quietly evolving, with more farmers turning to digital tools to manage risk and stay competitive.
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Farming is under more pressure than it’s been in years. Costs are rising, prices are unpredictable, and every decision carries more weight than it used to. What many still think of as a traditional industry is quietly evolving, with more farmers turning to digital tools to manage risk and stay competitive. It’s not about chasing new technology for the sake of it—it’s about having better visibility, making smarter calls, and protecting already thin margins. At this point, efficiency isn’t optional; it’s what separates a good season from a bad one.
So what does digital transformation actually look like on a working farm—and how far have farmers really come in adopting the tools that promise to make a difference?
That’s the question at the heart of the latest episode of Experts Talk. Host Ben Thomas sits down with Julia Eberhart, Director of Marketing at Bushel, to unpack how digital tools—from automation to AI—are reshaping agriculture. The conversation digs into how farmers are actually adopting technology, what’s driving those decisions on the ground, and where real opportunities still compete with hesitation.
What you’ll learn…
Why farmers adopt technology only when it proves its value: Digital tools aren’t about hype—they’re about helping farmers make better financial decisions, especially when margins are tight.
How generational shifts are reshaping expectations: Tech adoption isn’t just coming from younger farmers—digital-first thinking is spreading across the entire industry.
Where AI fits into the future of farming: Interest is growing, but trust, usability, and real-world application will determine how quickly it takes hold.
Julia Eberhart is a marketing and communications executive with deep experience across SaaS, agribusiness, B2B manufacturing, and sports industries, currently serving as Director of Marketing at Bushel. She brings over a decade of leadership experience from Daktronics, where she led global marketing initiatives, digital strategy, and cross-functional programs across multiple industries. Known for her customer-focused approach, she specializes in aligning marketing strategy with business outcomes, with a strong background in PR, digital transformation, and go-to-market execution.
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About the author
Ben Thomas serves as Head of Pro AV at MarketScale, where he leads content and media strategy for the pro AV sector. With over 15 years of award-winning experience across large-scale events, network television, OTT platforms, and podcasting, he has guided major B2B brands including Intel, Sennheiser, Samsung, and Philips to billions of content interactions. He holds a B.A. in Mass Communications and is recognized for his expertise in podcast hosting, public speaking, marketing, and content strategy.
