AI Is the Next Tractor: Why Ag Marketing Should Embrace AI Now
by Laura Sutherly, 2025 Supply Summit & Showcase Breakout Session Presenter
At the recent FEMA Convention, AGTIVATION delivered a striking message: Ignoring AI is like ignoring the invention of the tractor. While others harness smart machines and systems, clinging to outdated methods could mean getting left behind—holding nothing but a hand plow.
The Urgency Is Real
From the Wright brothers’ first flight to the moon landing, transformative change has happened in mere decades. Laura Sutherly, owner of AGTIVATION, urged attendees to consider AI’s impact not over 66 years—but in just 66 months. This isn’t tech for tech’s sake. It’s about farming smarter, selling more efficiently, and engaging customers in ways that drive real results.
AI Is Revolutionizing Ag Marketing
AGTIVATION’s presentation outlined five key AI-driven strategies shaping the future of ag marketing:
• Predictive Analytics – Anticipate when customers are ready to buy or need parts.
• Audience Segmentation – Tailor messages to specific customer groups for maximum impact.
• Conversational AI – Use virtual assistants and chatbots to handle FAQs and generate leads 24/7.
• Visual Asset Generation – Create compelling product images and social media visuals instantly.
• Content Creation & Repurposing – Write email campaigns, plan social posts, and craft product launch materials—10 times faster than traditional methods.
The Right Way to Use AI
A critical takeaway: AI is a tool, not a replacement. Use AI for first drafts—start quickly, then refine with your expertise. Human insight remains essential. Sutherly shared a simple yet effective framework for prompting AI:
• Assign a Role – You’re a copywriter for a farm equipment manufacturer.
• Add Context – Write a product sheet for our new seed tender.
• Clarify the Goal – Tone: confident and clear. Audience: Midwest corn and soybean farmers, 35–65.
• Ask for Follow-Up – Let me know what else you need before writing.
Top AI Tools Worth Exploring
To get started, AGTIVATION recommends three standout tools:
• ChatGPT – For writing and idea generation.
• MidJourney – For visual content.
• STORM by Stanford – For credible research and insights.
Sutherly also introduced Grok, which pulls live insights from social trends—ideal for brands active on platforms like X (formerly Twitter).
Train AI to Speak Your Language
Sutherly emphasized that training AI in your voice isn’t just about branding—it’s the key to keeping communications human, relatable, and consistent. By uploading writing samples, defining your tone, and clearly stating your brand values, AI can reflect your personality instead of sounding generic or robotic. This approach helps maintain trust and connection with your audience.
Start Small: Simple AI Steps
You don’t need to overhaul your entire workflow overnight. Instead, ease in with small steps:
• Use AI to draft one email this week
• Generate one social media post
• Let AI interview you and draft a blog
Every small step with AI helps save time, clarify your message, and connect better with today’s digital-savvy ag customer.
Give It a Try!
From product promotions to marketing pushes, AI can help you work faster while maintaining authenticity.
Laura Sutherly founded her digital agency in 1998. Since then, her agency has worked with 550+ clients and built over 380+ ag-focused websites. Contact Agtivation at 937-335-3286, info@agtivation.com or agtivation.com.
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