John Deere is recasting itself as a data company.
Its machines still till, spray, and harvest, but the value now lies in how they record and interpret what happens in the field. In 2025, the company’s AI systems, which include autonomous tractors, precision sprayers, predictive maintenance tools, and digital dashboards, are being deployed at commercial scale.
The Intelligence Layer
Deere’s latest generation of autonomous machines operates with multi-camera vision and edge-based AI processing. At CES 2025, Chief Technology Officer Jahmy Hindman said these tractors “mean full autonomy-no one’s in the machine”. The company’s autonomy kit integrates 16 cameras and on-board GPUs to navigate fields and detect obstacles without a driver.
The same architecture powers See & Spray, a computer-vision system that identifies weeds and activates individual nozzles only where chemical is needed. Deere reports that the technology reduced herbicide use by about 60 percent across more than a million treated acres in 2024.
These systems feed into the John Deere Operations Center, a cloud service that the company says aggregates data from hundreds of millions of connected acres. The data are used for agronomic recommendations, machine diagnostics, and yield forecasts. Deere calls this integration of hardware and analytics a way to “turn machine passes into measurable outcomes.”
A New Business Model
The intelligence layer is changing how Deere makes money. The company’s long-standing model of high-margin equipment sales is being replaced by subscription software and usage-based pricing. See & Spray customers, for example, pay per acre sprayed rather than per machine feature.
In its August 2025 results, Deere reported that equipment revenue fell due to tariffs and delayed purchases, but demand for precision-agriculture bundles and connected-services subscriptions increased. Analysts describe Deere’s operational data as a “moat” that locks customers into the platform and generates predictable digital income.
President of Lifecycle Solutions Justin Rose said the company’s goal is to “optimize every plant, acre, and machine.” He described farmers as “practical technologists” who invest when value is proven. The company’s ability to demonstrate direct savings, whether from lower input use or fewer breakdowns, is central to adoption.
Expansion and Scale
Deere is extending its AI systems beyond row-crop farming. The same software stack now guides construction vehicles, orchard equipment, and commercial mowers. Its manufacturing operations run on private 5G networks and digital twins that track component torque and material flow across factories.
The company’s acquisitions of Blue River Technology and Bear Flag Robotics supplied core computer-vision and autonomy IP. University field trials from Iowa State and the University of Arkansas show herbicide reductions ranging from 43 to 76 percent using precision-spray systems: figures Deere cites in sustainability reporting. The company is also testing small-farm retrofits and autonomous navigation upgrades in partnership with The Reservoir, an ag-robotics incubator.
Deere’s 5G-enabled factories mirror the same digital infrastructure used in the field, creating a feedback loop between production, performance, and maintenance data. Each machine that leaves the line becomes a node in that network.
Control and Risk
The scale of integration also draws scrutiny. The Federal Trade Commission and several U.S. states have filed antitrust suits against Deere, alleging limits on independent repair and data access. Critics argue that AI-based diagnostics and proprietary software lock farmers into Deere’s ecosystem.
Adoption risk remains another factor. University trials show strong savings potential but uneven results by crop and geography. Farmers facing tight margins expect immediate returns, not multi-season payback. Deere’s leadership frames this as an education issue: once efficiency and sustainability data are visible, they say, adoption follows.
Finally, macro conditions remain weak. Tariffs, steel costs, and global demand fluctuations have cut into margins. Deere’s bet is that its AI-based services will smooth cyclicality by turning episodic hardware purchases into continuous digital income.
For Deere, the 2025 transition marks a redefinition of value. The company no longer competes on horsepower or engine capacity but on intelligence per acre. Each machine becomes both a vehicle and a sensor, collecting information that improves every subsequent model and decision.
