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The types of ag technology that manufacturers are developing, dealers are selling and farmers are adopting is changing. A combination of factors are contributing to the evolution, including market instability, commercial momentum for increased machine automation and more connectivity with technology.

So how will the priorities of today shape the innovations of the future?

I had the opportunity to chat with Steven Fisher, executive director and senior analyst with UBS Investment Research, focusing on machinery, engineering and construction and industrial companies.

We took turns sharing some perspective on how other industries are influencing ag technology, best bets for short-term adoption trends and why consolidation will likely continue in the industry.

In today’s Precision Farming Dealer podcast, we share excerpts from my conversation with Steve as part one of a discussion which will look at some of the ongoing dealer research being done by UBS into the ag technology market.

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Intro Music: Squire Tuck - Rush to the Head
Interlude Music: Squire Tuck - Expressing One's Emotions in Public