Making Autonomy and Data Work for Ag Retailers: What AEM Wants You to Know

Autonomy and data are reshaping agriculture — especially for custom applicators and ag retailers whose equipment decisions increasingly depend on complex technology. At the 2025 Tech Hub LIVE event in Des Moines, IA, CropLife sat down with Austin Gellings, Senior Director of Agricultural Services at the Association of Equipment Manufacturers (AEM), to discuss how the ag equipment landscape is evolving — and what that means for the people operating and managing the tools of modern agriculture.

Gellings, who works closely with more than 1,000 member companies across the non-road equipment space — including agriculture, construction, forestry, and mining — offered insight into how autonomy and data can either drive or derail operational success in the field.

Clean Data, Smarter Machines

One of the major themes Gellings emphasized is the growing importance of quality data in building the next generation of autonomous and automated systems.

“Our ability to use data is only as good as the data we’re getting — plus our ability to interpret it and pull insights from it,” he said. “That’s the next frontier.”

While ag retailers and custom applicators have long been gathering operational data from equipment, the focus is shifting from collection to application. Technologies like AI-powered see-and-spray systems or automated variable rate applications rely on clean, consistent, and reliable data to function properly.

“Whether it’s for fully autonomous systems or automated solutions like targeted spray applications, clean, actionable, usable data is essential to making those models work,” Gellings said.

Understanding Autonomy vs. Automation

For those unsure about the difference between buzzwords, AEM’s recent industry roadmaps offer clarification.

“These documents help explain terms like ‘autonomy’ and ‘automation,’” said Gellings. “They’re not the same thing. We want to give people a way to talk about these systems without needing a technical degree.”

The roadmaps, developed over the past year and a half with AEM member input, are designed to support both technical experts and non-experts — particularly policymakers and ag professionals who may be affected by new regulations or adoption trends.

“Especially on the autonomy side, we wanted to differentiate ourselves from the on-road vehicle space,” he added. “Ag and construction equipment operate in entirely different environments. These documents help explain why our use cases are unique.”

Agriculture Leading the Way

While many industries are experimenting with autonomous machines, agriculture appears to be ahead of the curve — particularly in areas like spraying, tillage, and planting.

“Agriculture is leading in automation and autonomy because of its more repeatable, predictable use cases,” said Gellings. “Spraying or tillage applications involve consistent, mappable patterns.”

By contrast, construction environments often face unpredictable variables like uneven terrain, active job sites, and inconsistent workflows. Still, Gellings noted that the fundamental technologies behind autonomy — such as sensors, software, and machine learning — are similar across industries, and many manufacturers operate in both sectors.

What Retailers Can Expect Next

Autonomy in agriculture isn’t a futuristic fantasy — it’s already here, at least in parts.

“In some orchard applications, you’re already seeing autonomous air-blast sprayers at work,” Gellings noted.

For ag retailers and custom applicators, this suggests a future where operators could be managing fleets of autonomous machines, rather than driving one piece of equipment at a time. Whether it’s a fully autonomous sprayer being monitored remotely, or a hybrid system with a human-led “mother unit” guiding several robotic helpers, multiple models may coexist.

“The technology will evolve, and farmers will decide what works best for their operations,” said Gellings. “Maybe all those models coexist. It comes down to what makes the farm more profitable, efficient, and manageable.”

Keeping Pace with Change

As new tools and systems are adopted, AEM is committed to keeping the conversation going through continued updates to its roadmaps. The organization plans to expand these documents to include regulatory and standards-based guidance — giving stakeholders a clearer picture of how autonomy and data practices are evolving across the industry.

“We want someone with little background in this technology to read a roadmap and walk away with a solid understanding,” said Gellings.

For ag retailers and custom applicators, the takeaway is clear: the future of autonomy in equipment isn’t something to fear—it’s something to prepare for. Whether that means ensuring your data is clean, training staff to manage semi-autonomous systems, or working with manufacturers to implement the latest tools, staying informed is critical.

“Ultimately, it’s just another tool in the toolbox to help feed the world,” Gellings said.

• Watch: Fireside Chat With AEM’s Austin Gellings