Inside Deere’s High-Stakes AI Farming Strategy

Deere’s new AI tools and GUSS deal aim to cut chemicals, ease labor gaps, and reshape how farmers pay for precision tech

24 Jan 2026

John Deere is making a calculated push to weave artificial intelligence into the daily math of farming. The bet is straightforward but ambitious. As growers face rising input costs, stubborn weed resistance, and fewer available workers, Deere sees AI as both a solution and a durable edge over competitors.

That strategy came into sharp focus with the debut of See and Spray Gen 2 in early 2026. The system uses cameras and machine learning to identify weeds in real time, applying herbicide only where it is needed. It also broadens its reach to crops like wheat, barley, and sugar beets, signaling a move beyond its earlier focus. In 2025, the prior version treated over 5 million acres and cut 31 million gallons of herbicide mix, offering a tangible glimpse of how data-driven spraying can shift field economics.

The company reinforced that direction with its acquisition of GUSS Automation, a specialist in autonomous orchard and vineyard sprayers. Before the deal, GUSS machines had already worked across 2.6 million acres, guided by GPS, LiDAR, and onboard software. By integrating that technology into its own ecosystem, Deere strengthens its foothold in high-value crops where labor is scarce and precision matters most.

Just as notable is how Deere plans to sell these tools. The new sprayers are built with subscription and usage-based pricing in mind, extending a model already used in its See and Spray offerings. This approach allows farmers to scale adoption gradually, while giving Deere a steady stream of revenue beyond the initial equipment sale.

Together, these moves suggest a deeper shift in how agriculture’s biggest players think about value. AI is no longer just a feature layered onto machinery. It is becoming central to how farms manage costs, allocate labor, and make decisions season after season.