Everyone Wants AI. Few Businesses Are Ready for It

AI dominates almost every technology conversation I have with agricultural, fresh produce and food businesses today. Business leaders want to understand how AI can improve productivity, provide better insights and help tackle many of the challenges facing our sector. 

Yet from what I am seeing across the businesses I work with, the biggest barrier to AI adoption is not technology. 

It is readiness. 

The reality is that AI is only as effective as the data, processes and systems behind it. Organisations with disconnected applications, duplicated information and heavily customised solutions will struggle to realise the benefits AI promises. Those with connected cloud platforms, reliable data and engaged teams will be far better positioned to take advantage of what comes next. 

One of the questions I find myself asking most often is: 

“What are you trying to achieve, and what is the simplest way of getting there?” 

It sounds obvious, but too many technology projects begin with a solution rather than a requirement. Organisations often focus on replicating existing processes, replacing one system with another or introducing additional software to solve individual problems. 

Instead, I encourage businesses to step back and ask three questions: 

• What are we trying to achieve? 

• How can technology help? 

• What is the right system that allows us to use standard functionality? 

The answer is often surprising. 

Simplicity Is Becoming a Competitive Advantage 

One trend I see repeatedly is the accumulation of systems. Finance, quality, planning, reporting, warehousing, customer management and countless spreadsheets all performing part of the process. 

Each system may solve a problem, but collectively they create complexity, cost and data challenges. Every additional application brings more integration points, more maintenance and more opportunities for information to become inconsistent. 

Increasingly, the greatest value comes not from adding more technology but from simplifying the technology landscape, reducing customisation and making better use of modern cloud-based platforms. 

This approach not only reduces costs and improves upgradeability, but also creates the foundations needed for AI. 

AI Agents Are Closer Than You Think 

Whilst much of today’s discussion focuses on AI-generated reports and dashboards, I believe the real transformation will come from AI agents. 

Imagine an agent automatically processing sales orders, validating pricing and stock availability, and escalating only the exceptions that require human attention. 

Or an agent analysing demand, labour availability and inventory levels to recommend production schedules and identify potential bottlenecks before they occur. 

For fresh produce businesses, rapid traceability is another exciting opportunity. During a quality issue or product recall, an AI agent could identify affected batches, customers, shipments and stock locations within minutes, helping businesses respond quickly and confidently. 

On the financial side, agents are already assisting with purchase invoice processing, matching invoices against purchase orders and goods receipts, identifying discrepancies and supporting approval workflows. 

Other future applications could include demand forecasting, stock optimisation, supplier performance monitoring, quality trend analysis, waste reduction and management reporting. 

What excites me most is not replacing people. It is freeing talented people from repetitive administration so they can focus on decision-making, customer relationships and continuous improvement. 

Technology Projects Are Really Change Projects 

Another trend I am seeing is a growing willingness to challenge established ways of working. 

Historically, many organisations customised systems to fit existing processes. Today, more businesses are recognising the benefits of adopting standard functionality and embracing best practice. 

Modern cloud platforms evolve rapidly. Businesses that stay closer to standard functionality are typically easier to upgrade, less expensive to support and better placed to benefit from ongoing innovation, including AI capabilities. 

Most importantly, successful transformation is never just about technology. 

It is about people. 

The best projects are those where teams understand the reasons for change, contribute to the solution and feel ownership of the outcome. Technology adoption happens when people see how it helps them perform their roles more effectively, not when a new system is simply switched on. 

Looking Ahead 

The agriculture and food sectors face increasing pressure to improve productivity, traceability, sustainability and compliance whilst operating in a highly competitive environment. 

Technology will undoubtedly be part of the solution. However, I believe the organisations that will gain the greatest advantage from AI will not necessarily be the first to deploy it. 

They will be the businesses that have spent the last few years simplifying systems, improving data quality, adopting standard processes and bringing their people with them on the journey. 

At Jonathan Tole Consulting, that is where we focus our efforts: helping organisations build connected, cloud-based platforms, trusted operational and financial data, and the foundations needed to support the next generation of technology. 

Because everyone wants AI. 

Few businesses are truly ready for it. 

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