AGCO's Innovation Hub听presents a novel approach to AI development, directly involving farmers in co-creating solutions before full commercial deployment.
Speaking on a panel at the Institution of Agricultural Engineers (IAgrE) Conference, Morten Bilde, managing director at AGCO explained that the platform, built into CLAAS' Geobird wayline optimisation system, allowed farmers to provide feedback on early prototypes, concepts, and ideas. This continuous feedback loop helps ensure AI solutions solve genuine farming problems rather than theoretical ones.
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The approach contrasts with traditional agricultural equipment development, where products often reach the market with limited real-world testing.
By treating AI products as continuously evolving systems rather than finished products, companies can adapt more quickly to farmer needs and changing requirements.
The Innovation Hub concept could expand beyond software to include physical machinery, Mr Bilde suggested, enabling ongoing refinement based on actual field performance.
Tools within the platform nudge users to provide context around their data and experiences, accelerating development cycles and helping developers fix issues before they become widespread problems.
This co-creation model addresses one of the conference's recurring themes - the importance of user experience in AI adoption.
Allan Kildeby, head of camera sensors at CLAAS听emphasised that ease of use in AI-enabled equipment was crucial for adoption, particularly among farmers who may be sceptical of new technology.
Professor Simon Pearson, Lincoln University,听noted that large companies like John Deere play an important role in supporting AI technologies through acquisition and professional service networks, providing the stability and support that farmers need to trust these systems.
However, he also highlighted that farmers generally preferred owning AI-enabled machines rather than adopting service-based models, highlighting the need for solutions that integrate with existing farm ownership structures.
The panel concluded that successful AI adoption requires genuine partnership between developers and farmers, with continuous feedback mechanisms like the Innovation Hub potentially becoming industry standard.
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