Farm & Food Care Saskatchewan was pleased to collaborate with our counterparts in Ontario and PEI to present a webinar specifically targeted to agriculture communicators on November 20. We invited digital marketing specialist Emily Baillie from Compass Content Marketing to join us to speak about emerging AI trends that will shape agriculture communications over the next one to two years and what professionals can do now to stay ahead.
Clearly, AI is on everyone’s minds these days. “Never have I seen the pace of change that is happening now with artificial intelligence,” Baillie said in opening the presentation.
“We’re very much in a transition time [right now],” Baillie told the group. “Some organizations are going full-bore with AI; we have others not wanting or not quite ready to embrace it; and we have a lot of teams that are mixed—you may have a few people who are very new or reluctant [to use AI] and others who are excited by all the possibilities and actively using this technology.”
Baillie highlighted that AI tools are especially useful for communicators: helping with content creation, background research, planning campaigns, and stakeholder engagement tactics, among others. She cautioned against putting private data into AI tools, especially if you are using the free version of some of these. “Remember that your customers or clients did not give you permission to put their private information into ChatGPT.”
Some tools Baillie highlighted included ChatGPT, Gemini, CoPilot, as well as other software packages that now come with AI features, such as Canva for graphic design, CapCut for video creation or Grammarly for writing and editing.
Which of these is the best? It depends, Baillie said, on what exactly you are doing with it, and how much the tool has been trained on what you are looking for. “As you use a tool, it’s going to learn more and more from you. It’s going to get better at matching your performance expectations, your style, your tone.”
Baillie gave some tips for improving results for AI queries and prompts, and emphasized that regardless of how helpful these tools can be, the human touch will still always be critical.
“AI may get you 80-90% of the way there, but you will always need to finish that last part. You will always need to proof-read, to tweak, to edit. It doesn’t matter how long you have been using it, you will still need to have eyes on everything that artificial intelligence touches. It needs to complement—not replace—your work.”
A video of the full webinar is available for viewing from Farm & Food Care’s YouTube channel.
This webinar is one of a two-part series on AI for ag communicators. The next webinar will take place January 22, 2026 and will focus on “Beyond Google: How to Rank and Stay Visible in the Age of AI Search.” Information and registration available here: https://farmfoodcaresk.org/event/webinar-beyond-google-how-to-rank-and-stay-visible-in-the-age-of-ai-search/
People involved in agriculture communications are encouraged to join the LinkedIn group ‘Agri-Food Connect CDN’ to connect with others, share ideas about tactics, software, training opportunities and more. See https://www.linkedin.com/groups/14605712/