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.

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. 

During a recent trip to Agritechnica, the world’s leading trade show for farm equipment, John Fulton noticed a common theme.

Tony Kramer breaks down how the John Deere Operations Center and SeedStar give vegetable farms real-time planter data to boost planter performance and reduce downtime. 

The 2026 sales outlook looks solid with 42% forecasting at least 2-7% bump, according to Precision Farming Dealer Benchmark Study. 

"The coming wave of new platforms and products that focus on regenerative agriculture and use of artificial intelligence tools require that companies update their data collection policies," says Todd Janzen in his latest blog.