CNH Industrial is forging a path towards the future of agricultural automation, and they are doing it in collaboration with farmers. Lisa Jackson, VP of UX and design for CNH, emphasized the importance of involving growers in the development process during her talk at the 2026 World Agri-Tech Innovation Summit in San Francisco.

With over three years at the ag machinery supplier, Jackson is dedicated to creating intuitive user experiences for technologies used in vehicle cabins and mobile applications. A key aspect of this process involves collecting feedback directly from farmers to ensure that new technologies address their pressing challenges.

“We go out with prototypes onto farms, alongside dealers, and let users see the software we hope to commercialize soon,” Jackson explained. “Farmers are very opinionated, and their feedback is invaluable for refining our products before reaching the development phase.”

Creating user experiences tailored for farmers requires adaptability, Jackson noted. “I remember someone telling me, ‘If you know one farmer, you know one farmer,’ highlighting the individual needs of each grower.”

Harnessing AI for Tailored Solutions

Although artificial intelligence remains a buzzword, it holds significant potential for customizing user experiences to address the unique challenges farmers face. Jackson emphasized that AI can manage diverse situations that arise daily in farming, such as unpredictable weather and varying operational contexts.

“This is where AI is powerful. It’s not just focused on one specific issue; it can deal with exceptional circumstances that farmers frequently encounter,” she elaborated.

Taking Small Steps Toward Full Automation

During her panel discussion with representatives from Kubota, AgZen, and Tavant, Jackson highlighted the initial steps toward a fully automated future. She pointed out that farmers are already witnessing the benefits of agtech and AI through advancements like CNH’s combine automation, which utilizes 16 sensors and a multi-spectral camera for optimizing grain performance.

Jackson stated, “Combine automation has improved productivity by 20%. When sensors interface with farm implements, we genuinely enhance operational efficiency.”

To progress towards automation, OEMs and software providers need to start by digitizing smaller tasks, including the integration of farm data into one cohesive database. Jackson acknowledged the complexity of achieving this integration, especially as CNH acquires smaller agtech companies.

“We acquire companies that introduce new technology into our extensive product line, and it is crucial to slowly integrate these innovations. If we don’t streamline our offerings, it can lead to a disjointed experience for farmers,” she explained.

The Importance of Industry Collaboration

Integrating various technologies presents a broader challenge in the agtech industry, given that different providers operate distinct systems. According to Jackson, industry-wide collaboration is essential for developing effective digital farming and automation solutions.

“The systems used across the industry are highly varied, and inconsistencies in communication technologies can hamper integration. As agentic AI evolves, collaborating with seed manufacturers and other stakeholders will simplify farmer interactions with a unified interface to access all their data,” she concluded.