TULARE, Calif. – February 25, 2026 – At World Ag Expo 2026, Agtonomy hosted a seminar with Treasury Wine Estates and Kubota that outlined how practical automation offers one of the strongest paths to alleviate on-farm challenges today, including profitability, labor, and sustainability.
Technology partners, like Agtonomy and Kubota, are working with growers to embed physical AI into trusted machines, simplify the operator experience and build the step-by-step confidence needed for wide-scale on-farm adoption.
“Physical AI is about putting intelligence to work in the real world – in the field, in the orchard, and in the vineyard – where conditions change by the minute,” said Tim Bucher, CEO and co-founder of Agtonomy. “When AI can see, think, and act through machines on the farm, growers gain a 24/7 partner that helps them do more with less while improving consistency and sustainability.”
Across U.S. agriculture, total farm production expenses will reach $477.7 billion in 2026, remaining well above their 20-year average, according to the USDA. One of the most practical levers growers have to manage costs, while attracting and upskilling labor, is embedding physical AI directly into the machines they already use, so core field tasks can be performed more efficiently, safely, and sustainably.
Bucher said combining AI with tractors, implements, and other autonomous equipment enables new “on-farm copilots” that can handle tasks such as spraying, mowing, tillage, seeding, weeding, and hauling, while capturing rich data to improve decisions over time.
Physical AI Practical for Every Generation on the Farm
During the seminar, Akiko Kawai, Senior Manager at Kubota Innovation Center Silicon Valley shared how experience in aging farm communities, including in Japan where the average farmer is about 70 years old, has shaped Kubota’s approach to automation. She described a “shared tractor” program in Japan where the biggest barrier was not the machine or the service, but farmers’ difficulty using the smartphone app—illustrating why simple, well-supported user experiences are essential for new technology to matter on the ground.
“Our customers want automation that feels like a natural extension of the Kubota machines they already trust,” Kawai said. “That means integrating the right technology into the tractor from the start and making sure operators—whether they grew up with smartphones or not—can adopt it quickly and confidently.”
Marc Di Pietra, regional maintenance and service manager at Treasury Wine Estates, shared how the company has been conducting broad pilots of fully autonomous fleets in vineyards, including a mixed fleet of Agtonomy-enabled machines. He described how new “AgTech operator” roles are helping attract a broader demographic of prospective employees who are more interested in managing technology.
“We’re already seeing that automation changes who wants to work in agriculture,” Di Pietra said. “AgTech operator roles offer opportunities to manage multiple machines, use mobile devices and data, and still stay close to the vines. That’s a much more compelling career path for those employees who are seeking roles in technology but still want to farm.”
Avoiding “Farmageddon”: A 24-Month Mandate to Get Autonomous Solutions on Farms
The speakers framed the next 24 months as a critical window for moving from demonstrations to commercially proven, scalable autonomous solutions across specialty crops. As a clear call to action, Agtonomy invited growers, OEMs, and dealers attending World Ag Expo and beyond to:
• Start with one or two high-impact tasks–such as mowing, spraying, or material handling– where automation can relieve labor bottlenecks and improve safety.
• Engage OEM and technology partners early to co-design deployments that fit existing equipment, workflows, and workforce skills.
• Invest in training and “AgTech operator” roles that help attract and retain the next generation of farm talent.
At World Ag Expo 2026, growers saw Agtonomy’s third-generation software platform in action through continuous live demonstrations, including Agtonomy-enabled equipment from Kubota and other mixed fleets. Attendees also learned about Agtonomy’s recent expansion across the United States and Australia, its successful rental program that lowers the barrier to trying autonomy, and its OEM and implement partnership model, highlighted by Kubota’s Agtonomy-enabled M5 Narrow diesel specialty tractor.
Growers and partners who were not able to attend World Ag Expo 2026, or who want to see the technology firsthand, can visit www.agtonomy.com/demo or email info@agtonomy.com to schedule a field or virtual demonstration.
About Kubota Corporation
Kubota Corporation is a global leader in solutions that support the essential areas of food, water, and the environment. Founded in 1890 in Osaka, Japan, Kubota has continued to innovate through advanced technologies and products that contribute to solving societal challenges across agriculture, water infrastructure, and environmental sustainability. Today, Kubota operates in more than 150 countries, providing agricultural machinery, construction equipment, engines, water treatment systems, and industrial solutions that support communities and industries worldwide. Guided by its brand statement “For Earth, For Life,” Kubota is committed to protecting the environment and supporting prosperous lives through sustainable innovation.
About Treasury Wine Estates
Treasury Wine Estates (TWE) is one of the world’s leading luxury and premium wine companies and is listed on the Australian Securities Exchange. TWE’s global, multi-regional sourcing model includes world class vineyard and production assets in internationally acclaimed winemaking regions including Barossa Valley and Coonawarra in Australia, Napa Valley and Paso Robles in the United States, Marlborough in New Zealand, Bordeaux in France, Tuscany in Italy, and Ningxia in China. The company has a strong focus on sustainability and building a brighter future for everyone who touches the business. TWE’s global portfolio is available in more than 100 countries and includes luxury and premium brands such as Penfolds, DAOU Vineyards, 19 Crimes, Pepperjack, Squealing Pig, Wynns, Matua, Beaulieu Vineyard, and Frank Family Vineyards. The company employs a global team of approximately 2,500 people, with its culture best expressed by the ‘TWE DNA’ – enabling team members to be courageous, bring their whole selves to work, and deliver together.