Precision technology has moved from a promising idea to an everyday tool on North American farms, according to a new report from CNH Industrial. The company released its inaugural CNH Farmer Pulse: The AgTech Adoption Edition on Aug. 12, 2026, offering a real-time look at how growers use these tools, where they see value, and what will shape future spending. The findings paint a clear picture. For many operations, precision technology is no longer optional.
CNH based the report on a survey of 217 farmers and ranchers across the United States and Canada, conducted in May 2026. The results show that precision farming has firmly entered the mainstream. Nearly 9 in 10 respondents, or 89%, use auto-guidance technology. Meanwhile, 71% say precision technology is important to the success of their operation. More than half expect to invest further within the next two years.
Why Farmers Are Embracing Precision Technology
The survey reveals practical reasons behind adoption. For example, 74% of respondents cite reducing input costs as a primary driver. Saving time and improving labor efficiency follows closely at 70%, while 59% point to increasing yields. These are the daily pressures growers face, so the appeal is easy to understand.
Farmers also report seeing real returns. In fact, 62% say the precision technology they use delivers moderate or extremely high value. As a result, confidence in these tools continues to build. Growers are not simply chasing the latest gadget. Instead, they want solutions that pay off in the field.
Still, farmers want more from these systems. They are looking for tools that are easier to use, more reliable, and capable of proving a clear return on investment. Consequently, ease of adoption has become just as important as raw capability.
What CNH Leaders Say About the Road Ahead
CNH sees a clear opportunity in these results. “The next chapter of precision agriculture will be defined by making technology easier to use, easier to trust, and easier to prove its value. This research shows farmers recognize the benefits of precision technology and are ready to continue investing in it,” said Eric Shuman, Global Product Management, Precision Technology at CNH.
Shuman added that the challenge now is removing the barriers that slow adoption. “The opportunity now is to remove the barriers that slow adoption by delivering solutions that are intuitive, reliable, and built around the realities of farming,” he said. “Our focus is helping farmers spend less time managing technology and more time putting it to work to improve productivity, reduce costs, and increase profitability.”
The Barriers Still Holding Adoption Back
Despite strong momentum, obstacles remain. Cost tops the list, with 56% of respondents naming it as a leading barrier. Uncertainty about return on investment follows at 36%. Additionally, 21% say they need more training before expanding their use of these tools.
Connectivity and ease of use also weigh on decisions, cited by 13% and 11% of farmers respectively. These concerns show that adoption is not automatic. Instead, growers weigh cost, trust, and practicality before they commit. Because of this, companies that simplify the experience may find the most success.
What This Means for Farmers Watching AgTech
The CNH Farmer Pulse marks the start of a recurring research effort. Future editions will explore additional forces shaping the future of farming. Therefore, growers can expect ongoing insight into where the industry is heading.
The bottom line is straightforward. Precision technology now sits at the center of modern agriculture, and 54% of surveyed farmers plan to invest even more within two years. This matters because lower input costs, better efficiency, and higher yields directly affect a farm’s bottom line. As the technology becomes easier to use and prove, adoption will likely accelerate. For farmers weighing their next move, precision technology has clearly become essential rather than experimental.
Source: CNH Industrial N.V., CNH Farmer Pulse: The AgTech Adoption Edition (Aug. 12, 2026).
To learn more, read the full CNH Farmer Pulse: The AgTech Adoption Edition report on the CNH Industrial website.