{"id":5091,"date":"2025-11-03T16:44:00","date_gmt":"2025-11-03T15:44:00","guid":{"rendered":"https:\/\/adagri.com\/?p=5091"},"modified":"2026-01-19T11:08:44","modified_gmt":"2026-01-19T10:08:44","slug":"agricultural-marketing-5-pillars-you-cant-forget-in-the-age-of-ai","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/marketing-rolniczy-5-filarow-o-ktorych-nie-mozesz-zapomniec-w-dobie-ai\/","title":{"rendered":"Agricultural marketing: 5 pillars you can't forget in the age of AI"},"content":{"rendered":"

The marketing industry is enamored with artificial intelligence. The promise of automation, hyper-personalization, and unprecedented efficiency resonates in every conference room. In this technological rush, it's easy to believe that everything we knew is going by the wayside.<\/span><\/p>\n

When we step out of marketing salons and onto the Polish countryside, it turns out that in agriculture \u2013 a business where a family's livelihood and multi-generational achievements are at stake \u2013 the AI revolution looks completely different. Technology is and will be a powerful tool, but the real game is still about something much older: trust.<\/span><\/p>\n

Before we talk about AI, let's talk about the farmer.<\/b><\/h2>\n

To understand why certain things remain constant, we must first understand the structure of the market itself. The data is unforgiving. According to the 2020 General Agricultural Census conducted by GUS, farms of 100 hectares and more constitute approximately 1% of all farms in Poland.<\/strong> This means that consultants and sales representatives of corporations and distributors, by concentrating their efforts on the largest areas, regularly visit only the statistical and strategic fringe of the market. It is true that this small group of farms (100 hectares or more) manages a significant portion of the land \u2013 approximately. 3.45 million ha, accounting for approximately 23%% of the country's agricultural land,<\/strong> This is a very large piece of the whole pie, but who advises the overwhelming majority of farmers then? The answer has been the same for years: the person at the local store (and Uncle Google, of course).<\/p>\n

This is where the psychology of decision-making comes in. <\/span>Agricultural producer <\/span>This is primarily an entrepreneur managing quite a lot of risk. Of course, there are farmers who give in to fleeting trends, planting whatever currently commands a high price. However, these individuals usually lose out, entering the business at its peak and falling along with market corrections. Farmers who plan long-term win. Yet, even they face challenges, such as the lack of storage infrastructure, which forces many to sell their agricultural products when they are cheapest.<\/span>
\n<\/span><\/p>\n

The situation is even more specific in smaller farms. Small and medium-sized farmers often still work full-time jobs and run their farms after hours. Consequently, such farmers don't have time for experiments. A treatment performed on a Saturday must be effective because there won't be time or money for a repeat. Therefore, they often pay more for certainty, for a product that is tested and recommended by someone they trust. This brings us to the heart of the matter.\u00a0<\/span><\/p>\n

Unchanging Pillars of Marketing in the Agricultural Industry<\/strong><\/h2>\n

In this context, several foundations of agricultural marketing remain unshaken, regardless of technological innovations.<\/span><\/p>\n

    \n
  1. Person and \u201eface-to-face\u201d relationship\u201d
    \n<\/b>Sales in agriculture still rely mainly on direct contact. This means that the relationship and trust factor is fundamental to the functioning of the market. This is confirmed by a study conducted by Martin&Jacob using the CAWI method on a sample of N=378 farmers between November 29 and December 12, 2024.<\/span> r<\/span>.<\/b> As many as 38% of respondents indicate the store salesperson as one of the main sources of information<\/b> regarding plant protection products. What's more, for farmers who operate \u201ereactively,\u201d meaning they look for a solution only when a problem has already appeared in the field, the seller is the absolute number one \u2013 as many as half of them turn to them for advice. AI will not (yet) replace the conversation at the counter, understanding local specifics, and a relationship built over years.<\/span><\/li>\n
  2. Credibility and power of \u201eword of mouth\u201d
    \n<\/b>A farmer trusts a neighbor who has successfully used a product more than the most beautiful advertisement. That's why, according to the aforementioned study, the most credible sources of information are not manufacturer websites, but <\/span>agricultural forums (31%)<\/b> i <\/span>other farmers (28%)<\/b>. The opinions of other practitioners are, moreover, the most preferred form of information dissemination \u2013 as many as 40% of respondents point to them. <\/span>Farmers' product choices are very often based on trust in recommendations, which translates into loyalty to proven brands and solutions.<\/span><\/li>\n
  3. Tangibility and Proof in the Field<\/b> \u201eSee it, touch it, test it\u201d \u2013 this principle in agriculture will never go out of style. A farmer needs to see the results with their own eyes. Hence the enduring popularity of field days, machine demonstrations, or visiting a neighbor's demonstration plot. No virtual model can replace the sight of a real crop or the opportunity to test a tractor on your own farm.<\/span>Only.<\/span><\/li>\n
  4. E-commerce is growing, but it is still a margin of sales.
    \n<\/b>The e-commerce market in agriculture is growing; that's a fact. It allows for quick price comparisons and is also becoming a powerful negotiation tool when talking with local distributors or stores. However, it still represents a small percentage of the industry's total turnover. <\/span>agro.<\/span> In most cases, the final transaction is still completed using the traditional trade model. A farmer can check prices online, but for advice and the final purchase, they will still more often go to a place where they can talk to a trusted advisor.<\/span><\/li>\n
  5. Seasonality and two modes of operation for a farmer
    \n<\/b>In agricultural marketing, we deal with two main types of potential buyers. The first is the \u201ePlanner,\u201d who gathers information in advance, analyzes, and plans purchases. The second is the \u201eFirefighter,\u201d who reacts in real-time when a threat arises. Interestingly, the aforementioned study shows that the market is dominated by \u201ePlanners\u201d \u2013 as many as 72% farmers seek information before a threat emerges, and only 28% operate in reactive mode.. This is key strategic information \u2013 our communication must be not only reactive (seasonal) but also proactive, building awareness and educating long before the peak season. This strengthens the role of content marketing in the marketing tools palette. It also provides impact for the use of AI in agriculture business.<\/span><\/li>\n<\/ol>\n

    AI is essential, but must be used wisely<\/b><\/h2>\n

    The above points do not mean that artificial intelligence is unnecessary in agricultural marketing. On the contrary, it is absolutely crucial, but its role must be properly understood. Companies that use generic AI tools for mass-producing superficial articles fall into a trap. They create content <\/span>marketing<\/span> without depth and context, which do not build an expert image.<\/span><\/p>\n

    The true value <\/span>w marketing strategy<\/a> <\/span>construction will take place <\/span>vertical AI agents \u2013 specialized, \u201etrained\u201d virtual advisors. This process is a bit like training your own employee:<\/span><\/p>\n

      \n
    1. Foundation:<\/b> We rely on a ready-made, generic language model.<\/span><\/li>\n
    2. Knowledge Base:<\/b> \u201eWe \u201dfeed\" it with internal, unique company data: field research results, product cards, expert articles, customer inquiry history. This is where the AI learns the industry and the specifics of our solutions.<\/span><\/li>\n
    3. Context and Personality:<\/b> We define how the agent should communicate \u2013 whether it should ask additional questions to better diagnose the problem, and whether it should speak in an expert's language rather than a salesperson's.<\/span><\/li>\n<\/ol>\n

      Such an agent becomes a powerful tool that \u201eextends the arm\u201d of human advisors. Available 24\/7, it can handle multiple inquiries from farmers on smaller, less frequently visited farms. It can provide them with precise recommendations, educate them, and prepare them for the final conversation in the store. The effectiveness of such solutions can translate into increased farmer satisfaction and better customer relationships in the future, ultimately leading to increased sales.<\/p>\n

      Marketing <\/b>agricultural: <\/b>the proper symbiosis of tradition and technology<\/b><\/h2>\n

      The future of agricultural marketing doesn't lie in extremes. The key is an intelligent hybrid model. Let's leverage AI to scale expertise and reach a broad, fragmented online market. However, let's do so with full awareness that the culmination of the sales process and the final decision are still made in the offline world, based on relationships and trust in people.<\/span><\/p>\n

      The best thing that can be done <\/span>marketing in agriculture <\/span>AI-powered, this is to ensure the farmer enters the store better informed, with specific questions and greater confidence. But there, at the counter, they will still compare this knowledge with the recommendation of an advisor they have known and valued for years. And that is what is beautiful and unchanging in agricultural marketing.<\/span><\/p>\n

      See also:<\/strong><\/p>\n

      The context of chatbots and LLM in agro marketing<\/a><\/p><\/blockquote>\n