Emerging tech trends and the intersection of agriculture and the consumer marketplace


Amber Mac is a television and radio host, entrepreneur, author, and speaker. She has keynoted more than 300 events, and moderated sessions with leaders such as Prime Minister Justin Trudeau, FBI director James Comey, and astronaut Chris Hadfield. In January, Mac spoke alongside Farm Credit Canada’s Marty Seymour, in a presentation on tech innovations.

“I think…when we talk about emerging technology trends, we assume that these are just things that affect consumers, but at the end of the day I think there are productivity recommendations that are fuelled by new technology that can help people who are working in the agriculture industry.” Continues below video player.

Our reliance on devices

You don’t have to go far to see how reliant many of us have become on our tech gadgets. In this conversation with RealAg Radio host Shaun Haney, Mac suggests we try to find some sort of balance in incorporating devices into our lives.

“And I think this is true in our personal lives as well as our professional lives,” says Mac, who says being a parent or role model means introducing kids to other activities, and maybe, even joining them.

Data privacy

According to Mac, events like what we know as the ‘Cambridge Analytica scandal’ have heightened the awareness of privacy for many people.

“So one, I think it’s something that people are thinking more seriously about,” says Mac. “But the second thing — there is this argument that the next generation cares less about privacy, and I do hear that all the time, and I think that’s a little bit concerning in terms of the future of private information.”

Ag manufacturers at tech shows

In early January, John Deere exhibited its R4038 self-propelled sprayer at Las Vegas, Nevada’s Consumer Electronics Show (CES).

On how the company’s presence is received at the show, Mac says there are phenomenal technologies, companies, people, and stories in agriculture.

“And I do think, sometimes, those stories are not shared with mainstream populations. So I think seeing John Deere at CES, in my opinion, makes a lot of sense…”

Mac says John Deere’s presence is an opportunity, as an intersection of agriculture and the consumer marketplace.

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