DairyNZ + Tribal Aotearoa launch ‘DAiSY’: New AI website assistant to support NZ dairy farmers
Tribal Aotearoa and DairyNZ have launched DAiSY, a first-of-its-kind AI-powered website assistant designed specifically to support New Zealand dairy farmers. Purpose-built using content from the DairyNZ website, DAiSY is set to transform how farmers access reliable, up-to-date information, delivering clear, concise answers in seconds.
Developed from deep insights into the realities of farming life, where questions can arise anytime, anywhere, DAiSY is trained solely on trusted DairyNZ and verified sources. DAiSY utilises the extensive content that is already available on the DairyNZ website, but is now made much more accessible. The tool interprets natural language from farmers, returning practical, summarised responses drawn from DairyNZ’s extensive library of research, resources and technical guidance.
Willie Falloon, Head of Product and Innovation, Tribal says the campaign was grounded in a simple but powerful human insight that farming is a lifestyle that never leaves your mind: “There are constant questions, whether you’re in the milking shed or out in the paddock. At times it can feel isolating, and we wanted to create something that bridges that gap; giving farmers a place to bounce ideas, check thinking and get trusted information instantly.”
Lisa Sutherland, Head of Farmer Communications and Marketing says the response so far has been overwhelmingly positive: “We’re thrilled to see DAiSY come to life. There’s been a clear gap in the market for a tool like this, and farmers are already telling us how valuable it is. We understand how demanding the farming lifestyle can be, and our goal is for DAiSY to become an everyday solution, helping farmers spend less time searching for information and more time getting things done on farm.”
DAiSY has officially launched and is supported by an integrated social campaign that is live across direct mail, digital, web and social channels. The work encourages engagement within the farming community and demonstrates how easily DAiSY can help farmers find the answers they need; faster, and with more confidence.
Lisa Sutherland – Head of Farmer Communications and Marketing
Andrea Woodford – Senior Communications & Marketing Specialist
Hamish Forsman – Senior Digital Marketing Lead | Farmer Comms & Marketing
Joanne Gisborne – Website Experience and Content Manager
Fiona Kerry – Project Manager | Digital Technologies | Corporate Services
Ashley Greenwood – Development Team Manager
Agencies: DDB Group Aotearoa & Tribal Aotearoa
Production Company: Echo Valley
Media Agency: Tribal Aotearoa
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