In his latest blog, Graham Gleed, principal advisor at abcg, says, "My phone understands what I need. My car knows where I am going. My health app tracks my body and tells me what to adjust. Then I climb into a million-dollar tractor with five onboard computers, satellite connectivity, a stack of data services, and it comes with a paper manual!"

Technical teams from over 20 competing manufacturers gathered in Milwaukee to test, validate and prove interoperability across machines and platforms during the Agricultural Industry Electronics Foundation (AEF) Spring Plugfest.

This Week's Lineup:

• Inside Verdant Robotics’ SharpShooter
• Seeing Inside the Furrow Without Leaving the Cab
• AGCO Highlights Precision Ag Progress in 2025 Annual Report
• Groundbreaking CropVoice Tech Expanding Beyond Soybeans
• Getting Manufacturers Involved with Spring Clinics

A new competitive battleground is opening in agricultural equipment. The fight is no longer about who owns the data. It's about who controls the insight generated from it and who gets to shape the customer's next decision. In this guest piece, Graham Gleed says many dealers and OEMs aren't positioned for the battle.