Adopting technologies such as artificial insemination, and the associated improvements in beef herd genetics better position livestock producers to meet anticipated demand increases for high-quality beef. If we examine the factors that influence technology adoption, then we will be better able to envision the producer operations of the future. This research examines Missouri cow-calf producer survey data to determine the impact that producer, operation, and management characteristics; production risk; and location have on the adoption of reproductive technologies regionally. Binary choice models are estimated to assess adoption of artificial insemination and estrus synchronization (AIES).