Video: Do Heavy Equipment Makers Like Caterpillar and John Deere Belong at a Tech Show Like CES?

In recent years, a surprising trend has emerged at the Consumer Electronics Show (CES) — heavy equipment manufacturers like Caterpillar, John Deere and Kubota have made their presence felt on the tech world’s biggest stage. But why are companies typically associated with construction and agriculture showcasing their machines alongside gadgets like robot vacuums and the latest TVs? The answer lies in the growing intersection of automation, electrification, and artificial intelligence (AI) in modern machinery.

In the latest episode of Machine Heads, we dive into this intriguing question. Host Wayne Grayson (that’s me) breaks down why companies like Caterpillar and John Deere now belong at a tech show like CES. If you’ve ever wondered how construction and farming equipment fit into a show traditionally reserved for gadgets, you’ll want to check out the full discussion.

The Shift Toward Technology

For decades, CES was the go-to show for consumer gadgets. However, as the demand for smarter, more efficient technologies has increased, more industries, including construction and agriculture, are turning to CES to showcase their innovations. It’s no longer just about consumer products; it’s about the technologies that will shape the future of industries. By exhibiting at CES, heavy equipment manufacturers signal to shareholders, investors and the public that they are pivotal players in this future.

Electrification and Autonomy Take Center Stage

At CES 2025, Caterpillar, John Deere, Kubota and others demonstrated how their equipment is evolving with the latest technological advances.

• Caterpillar unveiled its Extended Range Electrified Machine, a prototype wheel loader that uses both electric drive and a diesel generator for power. This hybrid system allows the machine to operate with minimal downtime, a significant innovation in reducing emissions and operational costs.
• John Deere showcased its second-generation autonomy kit, which integrates AI, computer vision and cameras to enable machines like tractors and dump trucks to work autonomously. These systems aim to alleviate labor shortages by allowing equipment to operate independently in the field.
• Kubota revealed AI-powered agricultural tools, including a robotic pruner and an autonomous sprayer that can identify and treat crops with precision. On the construction side, Kubota’s electric excavator and hydrogen engine genset pointed to a future where clean energy solutions power heavy equipment.
• Kioti Tractor introduced its agricultural robot, equipped with AI to autonomously handle tasks like transplanting seedlings and managing crops in the field.

The Rise of Artificial Intelligence

The buzzword at CES 2025 wasn’t just “autonomy”; it was artificial intelligence (AI). While AI in equipment has been a topic of discussion for years, it’s now at the forefront. With AI-powered machinery, operators can control equipment remotely or even automate tasks entirely. This technology addresses pressing challenges, such as labor shortages in agriculture and construction, by enhancing machine efficiency.

Why CES Matters for Equipment Manufacturers

As the boundaries between industries blur, equipment manufacturers have recognized the importance of showing up at CES. They are no longer confined to tradeshows dedicated solely to their sectors; they are part of the larger conversation about how technology is shaping our world. With electrification, automation and AI leading the charge, the heavy equipment industry is embracing its role in building the future — and CES is the perfect place to highlight that.

The presence of equipment manufacturers at CES is a clear sign that the future of construction and agriculture is not just about machines — it’s about smart machines that are helping industries evolve. For a deeper dive into the reasons behind this shift, don’t miss our latest Machine Heads video above. I explore how these companies are positioning themselves as the tech leaders of tomorrow.

Wayne Grayson is the Machine Heads editor for Compact Equipment.