by Laura Sutherly 2025 Supply Summit & Showcase Speaker

AI-powered tools like ChatGPT, Microsoft Copilot, and Google’s AI search features are changing how farmers and dealers research equipment. Buyers expect quick, clear answers—and these tools pull information directly from manufacturer websites. If your site isn’t easy to read and understand, your products may not show up at all.
For farm equipment manufacturers—both OEMs and shortline companies—this shift matters. Your website must serve dealers who need sales and support information and farmers who want to quickly determine whether a product fits their operation. That means your website needs to be clear, fast, and easy to navigate.

1. Make Your Website Fast and Easy to Use
   Speed matters. AI tools (and human visitors) favor websites that load quickly, especially on mobile devices. Focus on your most important pages first: your homepage, top product pages, dealer locator, and parts catalog. If these pages are slow or cluttered, both buyers and AI tools may move on.
2. Use a Clear, Consistent Page Structure
   AI tools read websites much like people do—by scanning headlines and sections. Every product page should follow the same format so information is easy to find. Start with a short overview explaining what the product is, who it’s for, and what it does best. Then clearly label sections for specifications, options, compatible implements, support, and where to buy.
   Use the same language your customers use. Straightforward titles like “Model X Planter: Specs, Options, and Compatibility” work better than clever or vague headlines.
3. Make Specifications Easy to Compare
   Buyers often compare equipment before making a decision, and AI tools do the same. If specifications are buried in PDFs or long paragraphs, they’re harder to use.
   Put specs directly on the page in simple tables with consistent categories across products—such as engine, size, capacity, hydraulics, and technology features. Add a short, plain-language summary above each table highlighting the most important benefits.
4. Support Dealers Through Your Website
   Your website should make it easier—not harder—for dealers to work with you. A clear dealer locator, accurate contact information, and consistent dealer pages reduce friction.
   Even if dealer tools are password-protected, include a public page explaining what resources are available and how dealers can access them. Providing basic marketing assets—photos, logos, and short product descriptions—also helps dealers promote your products.
5. Add Helpful Self-Service Tools
   Self-service tools save time for customers and dealers alike. Searchable parts catalogs, basic maintenance information, and simple build-and-price tools (for key products) help buyers understand options before contacting a dealer.
   Quick-Reference Checklist: AI-Ready Basics
   Speed & Usability
   • Key pages load quickly on mobile
   • Images are optimized
   • Navigation is simple (2–3 clicks to key pages)
   Clear Product Pages
   • Consistent layout across products
   • Short, plain-English overview at the top
   • Clear headings (Specs, Options, Support, Where to Buy)
   Specifications
   • Specs shown on-page, not only in PDFs
   • Tables with consistent categories
   • Short summary highlighting key differences

Dealer Support
• Accurate dealer locator / contact info
• Public dealer resources page
• Downloadable marketing assets
Self-Service Tools (as applicable)
• Searchable parts catalog
• Basic maintenance information
• Optional build-and-price tools

The Bottom Line
An AI-ready website isn’t about fancy technology—it’s about clarity. Fast load times, clear structure, easy-to-find specifications, and strong dealer support make your website more useful for people and more visible to AI-powered search tools.
Manufacturers that make it easy to research, compare, and buy their products will be the ones buyers—and AI—find first.

Laura Sutherly founded her digital agency in 1998. Since then, her agency has worked with 550+ clients and built over 380+ ag-focused websites. Contact Agtivation at 937-335-3286, Info@agtivation.com or .

by Laura Sutherly, 2025 Supply Summit & Showcase Breakout Session Presenter

At the recent FEMA Convention, AGTIVATION delivered a striking message: Ignoring AI is like ignoring the invention of the tractor. While others harness smart machines and systems, clinging to outdated methods could mean getting left behind—holding nothing but a hand plow.

The Urgency Is Real
From the Wright brothers’ first flight to the moon landing, transformative change has happened in mere decades. Laura Sutherly, owner of AGTIVATION, urged attendees to consider AI’s impact not over 66 years—but in just 66 months. This isn’t tech for tech’s sake. It’s about farming smarter, selling more efficiently, and engaging customers in ways that drive real results.

AI Is Revolutionizing Ag Marketing
AGTIVATION’s presentation outlined five key AI-driven strategies shaping the future of ag marketing:
• Predictive Analytics – Anticipate when customers are ready to buy or need parts.
• Audience Segmentation – Tailor messages to specific customer groups for maximum impact.
• Conversational AI – Use virtual assistants and chatbots to handle FAQs and generate leads 24/7.
• Visual Asset Generation – Create compelling product images and social media visuals instantly.
• Content Creation & Repurposing – Write email campaigns, plan social posts, and craft product launch materials—10 times faster than traditional methods.

The Right Way to Use AI
A critical takeaway: AI is a tool, not a replacement. Use AI for first drafts—start quickly, then refine with your expertise. Human insight remains essential. Sutherly shared a simple yet effective framework for prompting AI:
• Assign a Role – You’re a copywriter for a farm equipment manufacturer.
• Add Context – Write a product sheet for our new seed tender.
• Clarify the Goal – Tone: confident and clear. Audience: Midwest corn and soybean farmers, 35–65.
• Ask for Follow-Up – Let me know what else you need before writing.

Top AI Tools Worth Exploring
To get started, AGTIVATION recommends three standout tools:
• ChatGPT – For writing and idea generation.
• MidJourney – For visual content.
• STORM by Stanford – For credible research and insights.
Sutherly also introduced Grok, which pulls live insights from social trends—ideal for brands active on platforms like X (formerly Twitter).

Train AI to Speak Your Language
Sutherly emphasized that training AI in your voice isn’t just about branding—it’s the key to keeping communications human, relatable, and consistent. By uploading writing samples, defining your tone, and clearly stating your brand values, AI can reflect your personality instead of sounding generic or robotic. This approach helps maintain trust and connection with your audience.

Start Small: Simple AI Steps
You don’t need to overhaul your entire workflow overnight. Instead, ease in with small steps:
• Use AI to draft one email this week
• Generate one social media post
• Let AI interview you and draft a blog
Every small step with AI helps save time, clarify your message, and connect better with today’s digital-savvy ag customer.

Give It a Try!
From product promotions to marketing pushes, AI can help you work faster while maintaining authenticity.

Laura Sutherly founded her digital agency in 1998. Since then, her agency has worked with 550+ clients and built over 380+ ag-focused websites. Contact Agtivation at 937-335-3286, info@agtivation.com or agtivation.com.

| Member since 2023