“Help wanted: Full-time, farm-based IT and technology specialist.”
Will technology’s rapid advancement drive these types of advertisements in the near future?
Trends, deliveries and acceptance
“Agriculture’s technology curve is moving upward by orders of magnitude as the conditions for making a living get harder and harder,” says Billy Cook, vice president of producer relations for Enriched Ag. “To compete, we must deliver more scale and volume or be focused on a truly defined high-value product. Either way, we can’t do it successfully without technology.”
Cook says cattle producers are gradually becoming more receptive to technology’s role. As outside pressures build, they increasingly insist on precise and accurate insights from collected data. They lack time to measure forage, collect samples and calculate grazing days, stocking rates and animal units, but rather demand information drilled down into decision-making opportunities and support.
“They’re rejecting data simply thrown at them in unfiltered dumps,” says Cook. “They want to know the actionable parts, and they want it quick and easy.”
Operations are searching for advice and input, from traditional crop advisers, extension agents, veterinarians, feed store sales representatives, nutritionists or elsewhere. While farmers and ranchers are innovative, creative and intelligent, “behind-the-curtain” components can be extremely complex.
“If we had 100 percent ideal, final-product solutions, [producers] might not need much help and guidance,” Cook says. “Unfortunately, I have not seen this to date. This is the point of conflict and where the challenge exists.”
He believes information brokers are required, whoever they may be and whatever form they take. Large feedyards already use this expertise with personnel responsible for more technological aspects of their operations.
“It’s a true opportunity for the industry moving forward,” Cook says. “Can they step up and bring the relatable technological expertise that’s quick, easy and valuable?”
Drawbacks and challenges
Cook says two major hurdles will need to be overcome for specialists to become a bigger part of this sector of the industry:
- What’s the potential return on investment (ROI)?
- How much time will it take?
He believes producers will consider a technology if they trust it’s worth the time and dollars invested. Additionally, generational changes are affecting the rate of acceptance.
“The younger generation is taking over many enterprises and generally displays more willingness to dive into technology,” Cook says. “Some already know a lot and want to know a lot more. They’re seeking engagement on everything from a technological perspective.”
He doesn’t believe technology’s type, whether artificial intelligence (AI), machine learning or any of the other branches, matters for integration rates.
“I think [technology adoption is] technology-agnostic,” he says. “More appropriate is: What will it do for my operation, and what is the possible short- and long-term reward? The lowest hole in the bucket from the producer’s lens is the ROI and potential compensation.”
He says the most valuable trait for these expert positions is the capability to be relatable in presentation.
“How the expertise is packaged and delivered is critical,” Cook says. “Buffering the technical answers and translating them into more applicable and realistic methods and options will drive acceptance. Solidly built relationships offer value. When stresses are understood, it’s a big step toward a win.”
Technologies advancement
Aidan Connolly, president of the International Food and Agribusiness Management Association, doesn’t see an alternative to technological advancement in farming and ranching.
“We can argue how quickly it will happen, but it’s going to happen,” Connolly says. “As it’s taken over in many other industries, it’s inevitable on our farms. The AI revolution is massive and sweeping everything ahead. As much as I see its flaws and faults, I also know it gets better all the time. I don’t think there is any future without it.”
He explains technology’s complexity will demand specialists to act as go-betweens and intermediaries offering advice and helping guide decision-making.
“We can’t ask farmers to assess the algorithms, evaluate the AI or understand the innards of robotics,” Connolly says. “At this point, it’s not easy like ripping open the box of an Apple iPad or iPhone and turning it on.”
He believes application levels will depend on size and scope.
“Specialists won’t necessarily need to program or code, but they’ll need to fit the parts together and make fixes,” Connolly says. “This will become an issue. How do we identify, hire and retain these qualified and talented people? What can we offer someone to fix AI and robotic sensors? How do we keep them from going elsewhere for more money?”
The largest farms will be able to attract this talent using sought-after health care, benefits and retirement funds. Family units will face greater obstacles and limitations.
“It’s unfortunate, as technology can be used effectively by small enterprises,” he says. “The reality is, when it comes to someone filling this type of role, larger operations will have the inside lane.”
Divides and drawbacks
Connolly also recognizes a generational divide as a massive problem.
“Technology is being devoured by those younger, especially under 30,” he says. “They’re attracted by an innovative future and see it as a way to stay on the farm but also have the lifestyle and choices involved with other careers. They value less hands-on monitoring and more communication with consumers and customers.”
Advances don’t come without drawbacks. Today’s greatest concern is who owns collected data and how it’s used. Farmers aren’t necessarily comfortable with the tracking and surveillance of their livestock and equipment and are concerned about hackers.
Positivity for the future
Connolly is optimistic for the beef industry’s future, as many strong advocates are supporting technology’s movements and telling beef’s positive story. This work is valuable in both defending and positively portraying livestock’s progress.
“In today’s world, measuring animal welfare through feed, drug and medication use, blockchain and health sensor data is so valuable, helping us show we’re doing things right,” Connolly says. “I’m extremely positive and excited about the industry’s future, as it will bring transparency and superior products along with our story to the common consumer. Those specializing in understanding and delivering technology in a relatable way will play a big role in this future.”
