Technology is now available to create herbicide-tolerant crops. This technology, when combined with environmentally and toxicologically sound herbicides and when used wisely in an integrated weed management program, can contribute positively to crop production. However, it is unlikely that herbicide-tolerant crops will revolutionize weed management. Instead, they will complement existing weed management practices and provide additional options to growers. Adoption and success of herbicide-tolerant crops will be dependent on several technical, environmental, business, economic, and societal issues. Industries that are developing herbicide-tolerant crops need to openly communicate and discuss both the value that their technology brings to agriculture and society and the strategies for ensuring its responsible use.