An attendee climbs into an autonomous tractor at John Deere’s booth during CES on Jan. 7, 2025 (Ian Maule/AFP via Getty Images)

John Deere wants self-driving tractors to help with America’s farmhand shortage

The 188-year-old agriculture giant is doubling down on its autonomous range.

Tom Jones

1/8/25 7:17AM

Oh, Deere

The largest farming-equipment manufacturer in the world, John Deere, unveiled a new crop of autonomous tractors and trucks at CES 2025 earlier this week, as the heavy-machinery giant looks to capitalize on the buzz around all things self-driving.

If your immediate thought is that this sounds like a job killer... it is. John Deere has talked up its machines’ capabilities for precisely that purpose: to help alleviate some of the labor-shortage issues that farming faces, with the company’s chief technology officer, Jahmy Hindman, saying that “there is not enough available and skilled labor” to do the kind of agricultural and construction work that its customers do.

Though John Deere introduced its first fully autonomous tractor three years ago, the latest suite — which includes a couple of tractors, a lawnmower for commercial landscaping, and a driverless dump truck — comes plowing into a world where attitudes toward self-driving vehicles have softened.

Whether John Deere’s goal for fully autonomous farming by 2030 — outlined in a September blog post from Nvidia (we know: AI royalty Nvidia proudly touting its collaboration with a lowly multibillion-dollar minnow like JD rather than the other way around? Who’d have thought it?) — comes to fruition or not, the company will hope the new fleet reinvigorates sales after a slightly fallow year.

In 2023, John Deere’s total revenues rose to a record $61.3 billion, but sales slumped some 16% in the last fiscal year as farmers tightened their purse strings and invested less into Deere-branded machinery and equipment, which accounts for as much as ~87% of the company’s revenue. Clearly, fewer farmers up and down the country fancied dropping thousands, or indeed millions, of dollars on new machines last year, with the company’s most expensive tractor, the 9RX 830, listing for $1.228 million.

Interestingly, the company aims to make 10% of its annual revenue from software subscriptions by 2030 — quite the shift for a business that’s still almost exclusively known for making things that chop, plow, mow, move, and spray.

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Electronic Arts launches a platform to put more ads in its games

Video game publishing giant EA launched a new platform on Monday designed to make the process of selling immersive ad space in its popular games easier.

The company says the platform, called EA Advertising, allows brands to “integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content.”

More so than other studios, EA has incorporated advertising into its most popular titles. As Kotaku points out, the company’s ad efforts stretch as far back as 2006. Several of its sports franchises already feature partnerships with brands like Visa, Lowe’s, Red Bull, and PepsiCo.

In-game advertising hasn’t exactly been embraced by fans, but industry experts expect it to ramp up as companies seek more revenue to offset higher games budgets and surging memory costs. EA rival Take-Two has taken a different approach, with CEO Strauss Zelnick recently saying the company was “not at risk of doing brand partnerships” in the forthcoming “Grand Theft Auto VI,” and that ads in full-price games seems “unfair.”

The $55 billion deal to take EA private, led by Saudi Arabia’s Public Investment Fund, is set to close at the end of this month. Being the largest leveraged buyout in history, EA will likely look for more ways to boost revenue to cover interest payments.

Electronic Arts Makes Push for Ad Dollars Tied to Sports

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JM Smucker says it sold $1 billion worth of Uncrustables in FY2026

After years of booming sandwich sales, JM Smucker has finally earned a billion-dollar crust.

On Tuesday, the company reported results for fiscal year 2026, highlighting better-than-expected profits driven by higher prices for coffee and sweet baked goods. However, at another point on the earnings call, CEO Mark Smucker pointed to one particularly jammy figure: in line with previous forecasts, the company sold $1 billion worth of its (almost always) crustless sandwiches, Uncrustables, in the last year alone.

Max Knoblauch6/8/26

Paramount reportedly offers concessions to resolve multistate antitrust investigation

Paramount has reportedly offered up some concessions in an effort to prevent an antitrust lawsuit by California and about 10 other states, according to Bloomberg reporting on Monday.

Reuters first reported on the potential suit from a group of unnamed states last week, which could throw a wrench in Paramount’s plans to buy rival Warner Bros. Discovery in a Hollywood megamerger.

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

Paramount Offers Concessions to Head Off State Antitrust Lawsuit

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

$98B ⛽

Max Knoblauch6/8/26

The IATA released its latest financial outlook for the airline industry over the weekend, forecasting a $98 billion jump in the sector’s collective fuel bill. The world’s largest trade group representing airlines expects the oil spike to halve profits by 49% from last year to $23 billion.

The group also expects profit margins to halve year over year, falling from 2025’s 4.2% to 2%. Still, revenue is expected to climb to $1.17 trillion from $1.07 trillion.

A surge in the cost of jet fuel has rocked US and global airlines this year, leading Delta Air Lines, United Airlines, American Airlines, Southwest Airlines, JetBlue, and others to raise fares and ancillary charges like bag fees. Low-cost carriers, which operate on smaller margins, have been squeezed the hardest, resulting in Spirit’s shutdown.

“It’s a tough year for all airlines, especially those whose balance sheets had not yet recovered from COVID. And, of course, for those operating in the Gulf,” said IATA Director General Willie Walsh, who added that demand is holding up and about half of passengers expect to spend more on travel this year. “That bodes well for a strong northern summer peak season. The big unknown is how long travelers and shippers can tolerate the higher costs of connectivity.”

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The Switch 2 launched on this day in 2025. Amid a rough year for consoles, Nintendo has logged a good one.

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