McKinsey surveyed 5,500 farmers in ten countries on spending, technology and buying habits. Generative AI has gained ground since the last edition two years ago. A minority now use it for farm-related tasks, and far fewer pay for it. Adoption is highest in Latin America and North America. Few farmers treat AI tools or AI search as a trusted source for decisions. Agronomists remain the leading influence on purchases, especially for younger farmers. The influence of sales representatives fell sharply for the first time in the survey. More farmers use digital channels to research and compare products. Intent to spend has dropped since 2024, with the steepest fall in Argentina. Fertiliser is the first input cut when margins tighten.

• 17% of farmers use gen AI
• 4% pay for AI solutions
• 6% trust AI as a source
• 5,500 farmers across ten countries