Farming News - UK farmers embrace Generative AI tools, but still trust personal contact and strong brands
News
UK farmers embrace Generative AI tools, but still trust personal contact and strong brands
UK farmers are increasingly turning to generative artificial intelligence tools such as ChatGPT to guide their decision-making, whilst continuing to value trusted agricultural brands and face-to-face relationships, according to the newly released Marketing to Farmers Report 2025/26.
The report, published by Hillsgreen, reveals that more than 50 per cent of farmers now use generative AI tools at least once a week for research, advice and information – with almost 40 per cent using them daily. From checking product options to comparing prices, AI platforms are becoming a mainstream tool for decision-making across UK agriculture.
Yet despite this shift, traditional communication approaches remain vital. Almost three-quarters of farmers (74%) say word of mouth is still the single biggest influence on purchasing decisions, while 27% rank events and tradeshows as their number one channel of influence.
Commenting on the report,
UK farmers are increasingly turning to generative artificial intelligence tools such as ChatGPT to guide their decision-making, whilst continuing to value trusted agricultural brands and face-to-face relationships, according to the newly released Marketing to Farmers Report 2025/26.
The report, published by Hillsgreen, reveals that more than 50 per cent of farmers now use generative AI tools at least once a week for research, advice and information – with almost 40 per cent using them daily. From checking product options to comparing prices, AI platforms are becoming a mainstream tool for decision-making across UK agriculture.
Yet despite this shift, traditional communication approaches remain vital. Almost three-quarters of farmers (74%) say word of mouth is still the single biggest influence on purchasing decisions, while 27% rank events and tradeshows as their number one channel of influence.
Commenting on the report, Andy Venables, CEO of Hillsgreen, said:
"Farmers are embracing the future with AI, but they don't want to lose the trusted relationships and personal contact that underpin agriculture. The most successful brands will be those that show up consistently – whether that's in an AI search result, on social media, in farming publications or in a handshake at a trade event.
"Technology will continue to accelerate change in agriculture, but one thing is clear - across both digital and traditional channels, the power of brand has never been more important if you are trying to influence farmers and plays an essential role in bridging the digital and traditional divide."
The research, based on responses from 942 farmers across the UK, also shows that:
- Farmers cite cashflow, input costs and climate/weather uncertainty as the major factors influencing their businesses
- 68% of farmers browse social media at least once a day
- Online news is starting to overtake offline publications, with 51% of farmers reading farming news digitally every day
- 65% of farmers engage with agricultural influencers for entertainment and relatable content, with 46% following Jeremy Clarkson, the most popular farming influencer
- 63% are comfortable spending up to £5,000 in a single online transaction, but half cite "lack of trust in a website" as their biggest barrier to buying online.
- Social media platforms like WhatsApp and Facebook dominate, while X (Twitter) is no longer relevant for the vast majority of farmers.
The Marketing to Farmers Report 2025/26 is available now here