Grao Direto WhatsApp Integration and GenAi in Ag Software Systems

A look at GenAi applied to ag software as an augmenter, not a displacement.

Author

Shane Thomas
October 25, 2025 • Read Time: 2 minutes

I don’t cover Brazilian news directly unless I see a directly interesting takeaway for North America. This news from Grão Direto fits that.

Grão Direto has developed an AI-driven system that they call “AIrton.”

Alrton is integrated directly into WhatsApp to streamline grain alerts and initiate the buying or selling of grain in Brazil.

The system provides producers with real-time price updates, market analysis and alerts when target prices are reached, as well as weather data and news — all delivered within WhatsApp, which is used heavily in Brazil.

It’s available free to registered Grão Direto users, removing friction and improving accessibility for farmers who already rely heavily on WhatsApp for communication.

Large buyers such as ADM, Amaggi, Cargill, and LDC can also use the system to automate alerts, track conversations, and log expectations, allowing commercial teams to interact more efficiently with a large network of producers and not have to drive new installations of apps or learning new behaviors.

The broader approach is to fully digitalize grain marketing, embed financial tools like barter and contract-linked credit, and leverage the platform’s transaction scale to expand into adjacent offerings that deepen engagement across the grain value chain.

It’s a smart move by Grão Direto and the AI embedded system is consistent with something I talked about in the May 25th 2025 edition:

GenAI won’t change agriculture by building new software platforms. But it can help by being embedded into the trusted relationships and workflows that already drive decisions on the farm.

As we know, advice flows through trusted relationships, not technology platforms.

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