AGCO’s Innovation Hub presents a new approach to AI development, where farmers directly participate in co-creating solutions before full commercial deployment.
Speaking on a panel at the Institute of Agricultural Engineers (IAgrE) conference, he said: AGCO Managing Director Morten Bilde explained that the platform built into CLAAS’ Geobird wayline optimization system allows farmers to provide feedback on early prototypes, concepts and ideas. This continuous feedback loop enables AI solutions to solve real agricultural problems rather than theoretical ones.
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This approach is in contrast to traditional agricultural equipment development, where products often go to market after limited real-world testing.
By treating AI products as continuously evolving systems rather than finished products, companies can adapt more quickly to farmers’ needs and changing requirements.
Bilde suggested that the innovation hub concept could extend beyond software to include physical machines, allowing for continuous improvement based on actual field performance.
Tools within the platform prompt users to provide context about their data and experiences, accelerating development cycles and empowering developers to resolve issues before they become widespread.
This co-creation model addresses one of the conference's recurring themes: the importance of user experience in AI adoption.
Alan Kildeby, head of camera sensors at CLAAS, emphasized that the ease of use of AI-enabled equipment is key to adoption, especially among farmers who are skeptical of new technology.
Professor Simon Pearson from the University of Lincoln pointed out that large companies like John Deere play a key role in supporting AI technology through acquisitions and specialist service networks, providing the stability and support that farmers need to trust these systems.
However, he also noted that farmers generally prefer owning AI-enabled machinery rather than adopting a service-based model, highlighting the need for solutions that integrate with existing farm ownership structures.
The panel concluded that successful AI implementation requires a true partnership between developers and farmers, and continuous feedback mechanisms like innovation hubs could become the industry standard.
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