Farmers are increasingly using AI for their work and planning
Generative artificial intelligence is gradually becoming a practical tool for farmers in various countries. Farmers use it to plan farm operations, configure equipment, protect crops, and analyze field data.
According to the McKinsey Global Farmer Insights 2026 study, 17% of farmers worldwide are already using generative AI. At the same time, only 4% of those surveyed pay for solutions based on it. The study was conducted among 5,500 farmers from ten countries between April and July 2026.
The technology is spreading most rapidly in North and Latin America. In the U.S., the use of generative AI and paid services based on it is growing at a rate that McKinsey compares to the fastest adoption of other agricultural technologies.
However, farmers are not yet ready to fully trust artificial intelligence. Only 6% of respondents consider generative AI or searches using it to be a reliable source of information for decision-making. In contrast, 56% continue to rely on agronomists’ recommendations.
At the same time, the role of agricultural product sellers is changing. The influence of sales representatives on farmers’ decisions worldwide has decreased by 11 percentage points.
At the same time, farmers are increasingly turning to digital channels. Thirty-one percent of respondents use them to search for information about products, and 36% use them to evaluate and compare products. The latter figure has risen by 14 percentage points since 2024.
Despite technological advances, farmers remain cautious about spending due to unstable prices for fertilizers, labor, land, equipment, and financing. Therefore, they are willing to adopt new digital solutions primarily when they see concrete benefits for their farms.
Source: McKinsey Global Farmer Insights 2026
New labeling rules for AI-generated content have taken effect in the EU.
The European Union has formed a new working group to monitor the activities of companies that develop and use artificial intelligence technologies. The new body will oversee compliance with AI regulations.
