Skip to content
MarketScale
‹ Back to IndustriesSoftware & Technology

John Deere Goes All-In on Automation in Agriculture at CES 2024

There was reason for excitement in the area of automation in agriculture, as John Deere proved at the Consumer Technology Association’s largest tech event, spotlighting innovation. At CES 2024, John Deere showcased its innovative technology in agriculture, featuring an automated cotton-picking system and the Dozer 360 for road grading, designed to enhance efficiency and…

This story was produced through MarketScale. See how Software & Technology teams put it to work with Executive Thought Leadership.

By Grant Harrell · Aaron WetzelAutomation in AgricultureCes 2024Consumer Technology Association
Share

Key takeaways

01

There was reason for excitement in the area of automation in agriculture, as John Deere proved at the Consumer Technology Association’s largest tech event, spotlighting innovation.

02

At CES 2024, John Deere showcased its innovative technology in agriculture, featuring an automated cotton-picking system and the Dozer 360 for road grading, designed to enhance efficiency and…

There was reason for excitement in the area of automation in agriculture, as John Deere proved at the Consumer Technology Association’s largest tech event, spotlighting innovation.

At CES 2024, John Deere showcased its innovative technology in agriculture, featuring an automated cotton-picking system and the Dozer 360 for road grading, designed to enhance efficiency and support human labor in sophisticated agricultural and construction tasks. These advancements, including a high-speed cotton-picking mechanism and drone-assisted road grading, highlight John Deere’s commitment to integrating cutting-edge technology in traditional industries.

How is John Deere utilizing technology to seamlessly integrate automation in agriculture and construction and revolutionize these industries to address labor challenges and enhance productivity?

Aaron Wetzel, the Vice President of Production and Precision AG Production Systems at John Deere, speaking from CES 2024, unveiled how Deer’s cutting-edge technologies, like autonomous tractors and AI-driven equipment, are transforming the landscape of traditional fields.

“Our solutions are able to find weeds versus the plants and only spraying the weeds, providing customers with up to seventy percent savings in chemicals,” Wetzel said.

Video TranscriptExpand ↓

Integrating technologies into our machine where it makes it much simpler for customers to actually achieve the appropriate grade on a construction site. Our solutions are able to find weeds versus the plants and only spraying the weeds. This is providing customers with up to seventy percent savings in chemicals Hello. My name is Aaron Wedzel, vice president of production systems for our production and precision ag business at John Deere, and welcome to CES twenty twenty four. We're here at the John Dier booth. We're talking about real purpose, real tech, and real solutions for our customers. Here in the booth, we've got a great and exciting play of the latest technologies where deere is bringing technology with equipment to help solve problems for our customers around the world. Couple of examples of that would be at the very entrance of our booth is a fully autonomous tractor that we're live streaming in from Austin, Texas. So thirteen hundred miles away, we're able to control the tractor autonomously through the use an iPhone. So behind me here is a video display of a live stream feed of a autonomous tractor operating thirteen hundred miles away from here in I guess, located in Austin, Texas. This screen shows the actual cab with, the operation happening without anyone in the in the driver's seat. This autonomous capabilities, we're making a real impact for our customers because it helps them address growing labor challenges. It gives them new levels of productivity, and it helps their overall quality of life. Here behind me is an example of that tractor that is operating in Austin, Texas, and attached to that tractor is one of our latest innovations in our planting for customers as they prepare the, soil and place the seeds for the coming season of growing cotton, which is a focus for our market here. This, planter has got furl vision capabilities where we have a camera, tied to artificial intelligence that's helping customers give them real time view of the trench that the planner is creating. Giving them assessments on the quality of that trench, helping them make adjustments as they go through the field at ten miles an hour. Superproductive machine, but utilizing technology to make that job even easier for customers. So again, another example of real technologies making real impact for our customers is here in our construction business segment of our booth, where we're showcasing smart grade on one of our dozers. Smart grade is, again, is integrating technologies into our machine where it makes it much simpler for customers to actually achieve the appropriate rate on a construction site. So it's addressing again labor challenges that our construction customers face by having less sophisticated operators in the tab and you do the job once. So the technology takes over, and it makes it very easy for them to get to the level of grade they're looking for. Again, real technologies, real impacts for our customers creating value for them across all aspects of our business capturing the data to help our customers make better decisions, both for their efficiency in their operations, but also data to help overall sustainability in the environment. So these are real examples of technologies we have available in the market today that customers can take advantage of to help improve their overall operations and provide an impact to their businesses in terms of increased productivity, more sustainable solution both for them, but also for our environment. We also are showing today our sea and spray technology, which uses AI technology combined with vision cameras that going through the field at nearly fifteen miles an hour, our solutions are able to define weeds versus the plane and only spraying the weeds. This is providing customers with up to seventy percent savings and chemicals. Great for their bottom line and impact for their in terms of lowering their overall costs, but a massive impact for our environment because we're applying less chemicals. Again, real technologies and real impact for our customers, all showcased here at our CES booth in the base.

About the author

GH
Grant HarrellHead of Transportation/Mobility & Host of "Are We There Yet?" video podcast series

Asking the most exciting, innovative, cutting-edge companies in transportation/mobility the “Are We There Yet?” question is a lot of fun, and the focus of Grant Harrell's top video podcast series! And, it’s not a bad question as so much is truly happening in this space today. What used to be trains, planes, and automobiles is now robots, drones, and spaceships, and Grant is curious about how soon we are all going to see these technologies in action, at scale. Very few of us enjoy a car that drives itself, have dinner delivered via drone, or have taken a vacation to space, but these amazing technologies and applications, as Grant discovers within his "Are We There Yet?" podcast series, are here, or as he likes to say, "we're there"! Grant also serves as the Head of Transportation/Mobility for MarketScale, one of the fastest-growing, most-successful, fun b2b media companies in the industry! MarketScale works behind the scenes for many of the top brands today, building their brand, engaging their communities, and telling their incredible stories! Within Grant's leadership of MarketScale's Transportation/Mobility division, he enjoys working with top companies within automotive to aviation, micro-mobility to marine, drones to space exploration, and everyone in between. And, Grant encourages you to reach out to him directly and set up a meeting, because as he says, "whats the point of all of this transportation/mobility technology development if we aren't headed somewhere fun to meet someone interesting"!

Software & Technology: are you visible to AI?

Before they reach out, Software & Technology buyers ask AI engines which vendors to trust. See how AI describes your company today, and where competitors show up instead.

Free workspace

You just read one Software & Technology expert. Imagine publishing your whole team.

This article was produced through MarketScale. Create a free workspace and turn your own team's Software & Technology expertise into the articles, video, and social content B2B marketing buyers in your industry are searching for. No credit card, no demo required.

NPS +73 · 1,000+ creators · 38+ countries

What you get, free

Your own MarketScale Studio workspace
One video edit a month, on us
AI writing, editing, and publishing tools
In-platform coaching to learn the system

More Software & Technology Insights

Salesforce commits $1 billion to Switzerland over five years to expand Agentforce deployments

Salesforce commits $1 billion to Switzerland over five years to expand Agentforce deployments

Salesforce plans to invest $1 billion in Switzerland over five years to enhance AI deployments, workforce programs, and partnership expansion. This commitment aims to strengthen Salesforce's presence and capabilities in the Swiss enterprise market. The investment will support the deployment of agentic AI technology and bolster local partnerships.

  • 01Salesforce will invest $1 billion in Switzerland over the next five years.
  • 02The investment will focus on agentic AI rollouts, workforce programs, and partner expansion.
  • 03Salesforce aims to strengthen its presence in the Swiss enterprise sector through this initiative.

Jul 23, 2026

B2B e-commerce is bigger than B2C. Here's what procurement teams need to know

B2B e-commerce is bigger than B2C. Here's what procurement teams need to know

B2B online sales have surpassed B2C on a global scale, largely driven by Millennial procurement practices. Companies need to adapt by developing digital channel strategies to remain competitive.

  • 01B2B online sales are larger than B2C sales worldwide.
  • 02Millennials are driving significant changes in procurement processes.
  • 03A digital channel strategy is crucial for businesses to stay competitive in B2B markets.

Jul 23, 2026

QCi splits its commercial and product leadership as quantum enters real-world deployment phase

QCi splits its commercial and product leadership as quantum enters real-world deployment phase

Quantum Computing Inc. has appointed Susan Hunt as Chief Revenue Officer (CRO) and elevated Pouya Dianat to the new position of Chief Product Officer (CPO). This leadership restructuring indicates a strategic pivot towards the commercialization of quantum technologies for enterprise use cases.

  • 01Quantum Computing Inc. is focusing on enterprise commercialization of its quantum technologies.
  • 02Susan Hunt has been named as the new Chief Revenue Officer at Quantum Computing Inc.
  • 03Pouya Dianat has been promoted to the newly established role of Chief Product Officer.

Jul 23, 2026

Explore More Software & Technology Insights

Read more expert perspectives from across Software & Technology.

Browse Software & Technology Hub

About the Expert

GH
Grant Harrell

Head of Transportation/Mobility & Host of "Are We There Yet?" video podcast series

Asking the most exciting, innovative, cutting-edge companies in transportation/mobility the “Are We There Yet?” question is a lot of fun, and the focus of Grant Harrell's top video podcast series! And, it’s not a bad question as so much is truly happening in this space today. What used to be trains, planes, and automobiles is now robots, drones, and spaceships, and Grant is curious about how soon we are all going to see these technologies in action, at scale. Very few of us enjoy a car that drives itself, have dinner delivered via drone, or have taken a vacation to space, but these amazing technologies and applications, as Grant discovers within his "Are We There Yet?" podcast series, are here, or as he likes to say, "we're there"! Grant also serves as the Head of Transportation/Mobility for MarketScale, one of the fastest-growing, most-successful, fun b2b media companies in the industry! MarketScale works behind the scenes for many of the top brands today, building their brand, engaging their communities, and telling their incredible stories! Within Grant's leadership of MarketScale's Transportation/Mobility division, he enjoys working with top companies within automotive to aviation, micro-mobility to marine, drones to space exploration, and everyone in between. And, Grant encourages you to reach out to him directly and set up a meeting, because as he says, "whats the point of all of this transportation/mobility technology development if we aren't headed somewhere fun to meet someone interesting"!

For B2B teams

Your experts could be publishing here

Stories like this one run on content MarketScale captures from real practitioners. See how your team's expertise becomes coverage in Software & Technology and beyond.

Book a 15-minute demo

Or call us. No forms required. We pick up. 214-945-2512