{"id":5708,"date":"2026-09-08T14:22:14","date_gmt":"2026-09-08T12:22:14","guid":{"rendered":"https:\/\/adagri.com\/?p=5708"},"modified":"2026-09-08T16:28:13","modified_gmt":"2026-09-08T14:28:13","slug":"plusagri-2026-agricultural-marketing-conference-why-communicating-with-farmers-requires-a-new-approach-today","status":"publish","type":"post","link":"https:\/\/adagri.com\/en\/blog\/konferencja-marketingowa-dla-rolnictwa-plusagri-2026-dlaczego-komunikacja-z-rolnikiem-wymaga-dzis-nowego-podejscia\/","title":{"rendered":"PLUSAGRI 2026 Agricultural Marketing Conference \u2013 why communicating with a farmer requires a new approach today?"},"content":{"rendered":"

How to reach a farmer? Where does he look for information? Who does he trust? What influences his decisions?<\/b> These are the questions that have defined the basic directions in agricultural marketing for years. However, the environment in which the customer journey takes place is changing: the mix of channels and the ecosystem of brand touchpoints. As a result, it is increasingly difficult to speak of a single, linear communication path and a single dominant source of information.<\/span><\/p>\n

Search engines, social media, and industry portals have long been part of the information ecosystem used by farmers \u2013 much like brand communication, advisors, sales representatives, or their own experience. Today, this ecosystem is increasingly being entered by <\/span>generative AI tools and recommendation systems<\/b>, which not only provide information, but can also influence how it is selected, interpreted, and translated into purchasing decisions. At the same time, algorithms are increasingly influencing <\/span>content visibility, information distribution, and the types of messages the recipient will encounter at subsequent stages of their decision-making journey<\/b>.<\/span><\/p>\n

For agro brands, this means a change in their approach to communication. It is no longer enough to answer the question, <\/span>which channel to be present on<\/b>. It becomes crucial to understand, <\/span>what the farmer's decision-making path looks like, what informational intents they have, what sources they use, and which touchpoints genuinely influence their choices<\/b>.<\/span><\/p>\n

These very changes will be dedicated to <\/span>PLUSAGRI 2026 Conference \u2013 Agricultural Marketing Communication Forum<\/b>, which will take place <\/span>November 18, 2026, in Warsaw<\/b> under the slogan <\/span>\u201eFarmer in the AI Era\u201d<\/b>.<\/span><\/p>\n

Three years of changes that are hard to capture in a single topic<\/b><\/h2>\n

Artificial intelligence is increasingly entering marketing and daily information circulation. It automates some processes, supports data analysis, audience segmentation, message personalization, content production, and campaign optimization. At the same time, new ways of searching for and selecting information are emerging.<\/span><\/p>\n

However, that does not mean that <\/span>agricultural marketing<\/span><\/a> it can be reduced today to the question of using AI. Technology is one of the elements of a broader change. For those responsible for marketing and communication, the key questions remain about the recipient, their needs, sources of information, trust, and the decision-making process.<\/span><\/p>\n

The PLUSAGRI 2026 Conference program was built precisely around these issues<\/b>. Instead of a single answer to the question of what marketing will look like in the AI era, the conference will bring together different perspectives: technological, research, marketing, and business. <\/span>The conference will be opened by Jowita Michalska with a presentation entitled \u201eHow AI and New Technologies Are Changing the World?\u201d, introducing participants to the broader context of the technological transformation that is changing the way we work, communicate, and make decisions today. Only against this background will the perspective of the agro market appear, along with the question of what these changes mean for communication with the farmer.\u00a0<\/span><\/p>\n

The Farmer and AI \u2013 What is really changing?<\/b><\/h2>\n

One of the most important points of the conference will be the premiere of the survey results <\/span>PLUSAGRI COMDEX 2026<\/b>. The study is to provide data on the contemporary information and decision-making path of the Polish farmer, including the awareness and actual use of AI tools, information sources, methods of verifying them, and the level of trust in various sources of knowledge.<\/span><\/p>\n

It will also be important to determine where in the decision-making process the line is drawn between one's own experience, human recommendation, and an algorithm-generated response. This is an important distinction: declaring familiarity with a tool is one thing, and actually using it in specific situations is quite another.<\/span><\/p>\n

\"\"\u201eArtificial intelligence is increasingly entering everyday information circulation. From the perspective of the agricultural market, however, it is important to determine to what extent Polish farmers actually use AI tools, in which situations they consider them a reliable source of information, and when personal experience, expert knowledge, or an advisor's recommendation still play a greater role in the decision-making process.\u201d <\/i><\/p>

\u2014 Marcin Chrobot, co-founder and president of Martin & Jacob<\/i><\/strong><\/p><\/blockquote>\n

Who decides what we see today?<\/b><\/h2>\n

A brand can prepare valuable content and precisely define its target audience, but it does not have full control over whether, <\/span>when and in what context the recipient will encounter the message<\/b>. Search engines, social media, recommendation systems, and generative AI tools influence the visibility of content and the way information is selected and organized.<\/span><\/p>\n

The question therefore arises as to the role of global technology platforms, data, and algorithms in shaping the circulation of information.<\/b> During the conference, Sylwia Czubkowska will address the topic of who actually controls communication today, given that algorithmic mechanisms increasingly co-determine what content a recipient will see and pay attention to.<\/span><\/p>\n

Why can high reach be the biggest mistake of an agro campaign?<\/b><\/h2>\n

In agricultural marketing, reach alone does not yet indicate whether a campaign is reaching potential buyers. Polish farms vary in scale and production profile, investment potential, applied technologies, and how purchasing decisions are made. Therefore, the question is becoming increasingly important not of how many farmers the brand has reached, but which potential buyers it has reached, with what message, and at what moment.<\/span><\/p>\n

\"\"\u201eIn the agricultural industry, it is not just about maximizing reach, but above all about targeting accuracy. An effective campaign precisely defines the recipient, their place on the decision-making path, and the context in which they should receive the message. Therefore, segmentation, data, the right choice of channels, and the timing of communication are crucial today. What matters is not how many farmers we reach, but how many the right buyers we reach with information that can genuinely influence their decision.\u201d <\/i><\/p>

\u2014 Jacek Kwiatkowski, CEO of Adagri Sp. z o.o., agricultural marketing expert<\/i><\/strong><\/p><\/blockquote>\n

In your case study <\/span>\u201eWhy a large reach can be the biggest mistake of an agro campaign\u201d <\/b>Jacek Kwiatkowski will show how to look at campaign effectiveness through the prism of reach quality and the business value of a contact. It is also a question of how to measure the effectiveness of marketing activities when reach alone does not answer the question of whether the communication truly supported the decision-making process.<\/span><\/p>\n

Can AI take over the brand-farmer relationship?<\/b><\/h2>\n

This question is not meant to be predetermined at the PLUSAGRI 2026 Conference. In the Oxford debate <\/span>\u201eCan AI take over a brand's relationship with a farmer?\u201d<\/b> participants will grapple with the boundary between communication automation and the role of the human, experience, and direct relationship.<\/span><\/p>\n

In the agricultural sector, expert knowledge, experience, relationships with advisors, and familiarity with the realities of a specific farm remain of particular importance. At the same time, AI increases the scale and capabilities of information analysis. The confrontation of these perspectives is intended to show where technology can support the relationship and where its limitations arise.<\/span><\/p>\n

Oxford-style debate: \u201eCan AI take over the brand's relationship with the farmer?\u201d<\/b> will be led by <\/span>Arkadiusz W\u00f3dkowski<\/b>.<\/span><\/p>\n

 <\/p>\n

Can AI build a brand and trust?<\/b><\/h2>\n

<\/b>In a world of information overload, not only the content itself matters, but also its source. A farmer may encounter a manufacturer's recommendation, another user's opinion, expert material, an advisor's tip, or an AI-generated response. Along with the growing use of artificial intelligence, the question therefore arises not only whether, <\/span>how to use new technologies more effectively in marketing, but also how to preserve what builds brand value: strategy, credibility, and customer relationship<\/b>. This topic will be addressed during PLUSAGRI 2026 <\/span>Jacek Kotarbi\u0144ski<\/b>, who in the speech <\/span>\u201eCan AI build a brand and trust?\u201d<\/b> I will show how to use artificial intelligence in marketing without losing sight of a strategic approach, brand consistency, and relationships with the audience.\u00a0<\/span><\/p>\n

Can AI truly understand a farmer?<\/b><\/h2>\n

AI can analyze vast amounts of information, but the effectiveness of such a solution also depends on the quality and context of the knowledge it works on. Agriculture has its own language, seasonality, production specifics, problems, and decision-making mechanisms.<\/span><\/p>\n

During <\/span>PLUSAGRI 2026 technology panel<\/b> Therefore, the participants will discuss whether and how technology can truly understand the farmer. The panel will include <\/span>Jacek Skowro\u0144ski, Pawe\u0142 Trojanowski and Aleksander Szlaga<\/b>. Points of reference will include, among others,. <\/span>FarmerPlanet Knowledge Taxonomy<\/b>, organizing knowledge, content, research, problems, solutions, products and brands, and <\/span>Agro Decision Genome<\/b> \u2013 a model describing the factors influencing a farmer's decisions, such as price, risk, technology, brand, community, or investment readiness.<\/span><\/p>\n

The conversation will show how to combine data, research, expert knowledge, community experiences, and artificial intelligence to better understand farmers' needs and decisions and to build more effective marketing communication in the agricultural sector.<\/span><\/p>\n

\"\"\u201eAI alone does not understand the farmer. For technology to generate accurate responses and truly support marketing communication, it needs the right data context. It must understand the specifics of agricultural language, farm characteristics, the farmer's problems and needs, their behavior, and the factors influencing the decision-making process. Only the combination of AI models with domain knowledge and behavioral context allows data to be translated into truly useful recommendations.\u201d <\/i><\/p>

\u2014 Jacek Skowro\u0144ski, Management Board Member, Chief Technology Officer<\/i><\/strong><\/p><\/blockquote>\n

PLUSAGRI as a venue for confronting different perspectives<\/b><\/h2>\n

The PLUSAGRI 2026 Conference Program has been built around the questions that are of particular concern today to those responsible for marketing and communication in the agricultural sector:\u00a0<\/span><\/p>\n