Rare puts crop-specific advice in each farmer’s pocket with agentic coaching

Answers based on real-world results

Agent Tierra’s peer examples and success rates come from Rare’s fieldwork. Their teams worked closely with an initial cohort of farmers, collecting detailed assessment data and tracking outcomes over time. That real-world evidence now grounds the AI agent’s recommendations in what has actually worked in similar conditions.

Agent Tierra handles most interactions autonomously, from onboarding and ID verification to answering questions about pests, weather, and crop care. Soon, farmers will be able to send photos and receive image-based diagnoses, making support more accessible for farmers over 50 with low digital or written literacy.

“With Agent Tierra, we’re not just helping farmers feel less isolated,” said Giancarlo Chiappe Ferroni, behavioral strategies manager. “We’re also helping them feel more empowered and autonomous.”

When questions involve higher risk — like agrochemical use or extreme weather — or if the AI agent isn’t confident, it seamlessly transfers the case to a human agronomist, along with the full conversation history and suggested next steps, so experts can step in quickly with precise, high-impact support.

From smart data to smarter farming

Behind the scenes, Agent Tierra’s ability to turn complex farm data into timely, useful guidance is powered by Data 360.

Farmer records like soil health, crop type, location, and behavioral profiles live in Agentforce Sales and Service, Rare’s CRM. Data 360 combines this with Rare’s curated knowledge base, which includes thousands of expert-reviewed PDFs, best practices, and region-specific terms farmers use to describe crops and pests. It also brings in live weather data from Meteoblue via API.

Data 360 then harmonizes and vectorizes this mix of structured and unstructured data, making it searchable and context-aware. This allows Agent Tierra to instantly retrieve the most relevant information for each question without scanning entire documents so every response is fast and grounded in the farmer’s specific conditions.

From there, the AI agent reasons through each request, using behavioral segmentation in the CRM to tailor tone, nudges, and peer examples based on each farmer’s digital literacy and openness to change.

“Our teams are working with complex layers of data and field realities, which Agentforce helps us translate into timely, viable guidance for each farmer,” said Varela.

Execution happens directly in WhatsApp. Agentforce Service’s digital experience features enable Rare to manage the mobile interface and translate Agent Tierra’s replies into local dialects so farmers can interact naturally.

Strict guardrails guide every interaction. Agent Tierra only draws from expert-reviewed content aligned to regenerative agriculture principles, ensuring recommendations are safe, accurate, and grounded in trusted guidance.

Award-winning impact

Rare’s work with Agent Tierra is already making an impact. Not only has it gained global recognition by earning an award at COP30, the UN Climate Change Conference, 96% of surveyed farmers reported it’s easy to use and 100% said they would use it again. One farmer described it as “like interacting with a person,” noting how the AI agent asks clarifying questions in a way that feels supportive — not intimidating. 

“What stood out most was how quickly farmers engaged when the tool felt relevant and conversational,” said Varela. “Their feedback reminded us that technology adoption is deeply emotional. Trust, tone, and timing matter as much as technical accuracy.”

By autonomously answering 97% of farmer questions, Agent Tierra is projected to free up 40% more time for field teams so they can focus on high-impact, in-person work. Rare has launched the AI agent with an initial group in Colombia and is on track to reach 5,000 farmers, with plans to scale to 20,000 by the end of 2026 and 100,000 across Latin America within two years.

Looking ahead, Rare aims to motivate at least 50% of new users to adopt three or more regenerative practices, reduce agrochemical use by 30%–50%, and help restore 300,000 hectares of land — while expanding into new agents for conservation and climate education.