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Nov. 11, 2026 Source: Qlarity Access news release CUBA, MO -- Growers are familiar with autonomous and robotic farm equipment and feel good about it, but few have put it to work on their operations. That is the central finding of the latest Ag Pulse study from Qlarity Access, a full-service market research firm whose Ag Access Community includes more than 400,000 agricultural professionals. The survey of 502 growers across the U.S. and Canada evaluated five emerging technologies: *crop spraying drones, *crop monitoring drones, *autonomous tractors, *weeding robots and *harvesting robots. While 75% of growers are familiar with spraying drones, only 19% own and use one, and just 6% own an autonomous tractor. Yet sentiment remains strong: 50% of growers say their first reaction to autonomous and robotic equipment is positive, and another 33% are neutral. "Growers aren't resisting technology; they're resisting financial ambiguity and harvest risk," said Mike Mostransky, Insights Director at Qlarity Access. "They want verifiable proof that an investment will pay for itself, total transparency on recurring costs, and a partner who answers the phone when a machine stops in October. The companies that move from selling hardware to standing beside growers as trusted partners will lead the next wave of adoption." Key findings Upfront cost is the biggest barrier. High initial investment is the top reason growers haven't purchased, cited by 64% of non-owners for autonomous tractors. Uncertainty about return on investment ranks close behind across all five technologies studied. Growers have subscription fatigue too. About a third of non-owners across all five technologies don't want to pay for ongoing service and software upgrades, and 15% to 22% say removing recurring fees would make them more likely to buy. Proof beats promise. Proof of financial ROI would strongly increase purchase likelihood for about 3 in 10 growers, and proof of input cost savings for nearly 1 in 4. A knowledge gap remains. Four in 10 non-users say they don't know enough about the technology to consider it. Support is part of the product. About one-fifth of growers say access to technical support and hands-on training would increase their likelihood to adopt. Farm shows and dealers shape awareness. Farm shows are growers' top source of ag tech information (54%), followed by dealers and suppliers (44%). The study points to clear next steps for manufacturers, dealers, and ag-tech companies: lead with verified ROI and input savings, offer financing and transparent all-in pricing, invest in hands-on training and fast in-season support, and build education that closes the knowledge gap. Explore the data A summary of the findings is available on the Qlarity Access blog. The full report, including adoption barriers and purchase drivers by equipment type, is available by contacting Katie Taddei at katie.taddei@qlarityaccess.com. About the study Ag Pulse studies are self-funded research conducted among members of the Ag Access Community to track current issues affecting agriculture. This study surveyed 502 growers (85% U.S., 15% Canada), all primary or shared decision makers for their operations. Fielded August 2026. About Qlarity Access Qlarity Access is a full-service market research partner that gives enterprise growth leaders, product teams, and strategic consultants the evidence-backed clarity to make high-stakes decisions. Its research goes beyond demographics and surface-level data to uncover the emotional and rational drivers behind customer behavior, from brand health and product roadmaps to positioning and market sizing. Qlarity Access maintains two specialized divisions: Ag Access, home to the Ag Access Community of more than 400,000 agricultural professionals, and Vet Access, home to the Vet Access Community of more than 28,000 veterinary professionals. Together they give clients direct, independent access to hard-to-reach commercial decision-makers. Learn more here. Tweet |
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