The end of “Cold Marketing” in agriculture: Why AI will make us more human by 2026

How AgenciaAGRO is leading the revolution in “Data-Driven Empathy Engineering” in Latin America.

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By Jen Kurosaki Managing Partner — Strategy, Big Data & AI at AgenciaAGRO

In agribusiness, we have become experts at measuring everything. We know how many millimeters of rain fell in the Humid Pampas, we know the yield per hectare in Mato Grosso, and we monitor Chicago commodity prices in real time.

But, do we really know how the farmer making the purchasing decision feels?

For years, agricultural marketing has been transactional. “I have this hybrid, it yields X, buy it”. It works, yes. But in a saturated market, the technical data sheet is no longer a differentiator; it is a commodity.

This is where the concept we are developing to lead AgenciaAGRO's 2026 vision comes in: Data-Driven Empathy Engineering.

What is Empathy Engineering?

It sounds contradictory, doesn't it? Engineering (hard, cold, mathematical) + Empathy (soft, human, emotional).

Yet it is one of the most powerful combinations in business today. It is not about “guessing” what the customer wants. It is about using Artificial Intelligence and Big Data to process millions of interactions, behaviors, and patterns across Latin America, and decode not just what farmers buy, but why they do it, when they feel uncertain and what what builds their trust.

AI Agents: Our New Strategic Partners

At AgenciaAGRO, we are not waiting for the future; we are programming it. We are pioneers in Latin America in integrating specialized AI agents into our own team.

I am not talking about basic customer service chatbots. I mean analytical intelligence capable of:

• Identifying emotional patterns in large volumes of agricultural social media conversations.

• Predicting needs before customers know they have them, by cross-referencing climate and economic data.

• Personalizing communications to a level where every message feels written by a friend, not a brand.

In my own role, I use these tools to design strategies grounded in behavioral evidence rather than assumptions.

The Goal for 2026

Our objective is clear: turn cold data into the warmth of business relationships.

By 2026, the brands leading agriculture in Latin America will not be those with the best product (that is expected), but those with the strongest emotional connection with their users. And that connection, ironically, will be built through artificial intelligence.

We are moving beyond selling inputs to start selling certainty, partnership, and a future.

If your marketing strategy is still based only on technical data sheets and basic demographics, we need to talk. The algorithm has changed, and so has the heart of the business.

Are you ready to humanize your data?

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Do you think agriculture is ready to talk about emotions, or are we still tied to technical details?

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