Shelter Dogs Get Makeovers with AI for Faster Adoptions

Pedigree Launches Adoptable Initiative

Pedigree has recently introduced Adoptable, a new initiative that utilizes artificial intelligence (AI) technology along with the brand's vast media network to develop more captivating advertisements for shelter dogs.

The Mars pet food brand has launched an initiative to enhance amateur photographs taken by shelter workers. This initiative aims to transform these photos into professional-grade images, ultimately reducing the time it takes for shelter dogs to find their forever homes.

This purpose-driven effort utilizes geotargeting and first-party data to increase the effectiveness of advertisements. It serves as a prime example of how brands can leverage AI to generate a large number of assets efficiently.

AI Technology Boosting Pet Adoption Efforts

Pedigree’s Adoptable program harnesses the power of AI, a cutting-edge technology that is capturing the interest and investment of the advertising industry. With twelve million dogs currently in shelters globally, the quality and features of dog photos play a crucial role in accelerating the adoption process. This insight is supported by Mars’ State of Pet Homelessness research.

Adoptable uses a digital double to provide information about the pose and general characteristics of the dog. A machine-learning model then refines the images to make the final product resemble the specific dog available for adoption. The goal is to customize AI-enhanced adoption ads based on factors like the viewer's location and pet availability, leveraging Pedigree's global media reach.

Global Brand Vice President Fabio Alings stated, "Adoptable is a transformational step for us at Pedigree. We're dedicated to ending dog homelessness worldwide, and now this commitment can be integrated into all our advertisements."

Demonstration of how Pedigree's Adoptable works

Adoptable uses a digital double to showcase details about the pose and overall features of a shelter dog. Through a machine-learning process, the images are enhanced to accurately represent the specific dog that is ready for adoption.

Courtesy of Pedigree

A new initiative called Adoptable has been launched by Pedigree in partnership with film and experience design shop Nexus Studios. This unique project is currently being introduced in Pedigree's test market in New Zealand and is set to expand to other markets by 2024.

In the past, Pedigree has focused on promoting pet adoption through various means such as social media campaigns, documentary films, and even virtual events on Zoom, especially during the pandemic.

Generative AI is a popular topic in marketing. Marketers may feel job insecurity due to the technology, but it could also reduce burnout. However, concerns about legality and poor results still exist.

Editor's P/S:

Pedigree's Adoptable initiative is a commendable effort to leverage technology for a meaningful purpose. By utilizing AI to enhance shelter dog photographs, Pedigree is addressing a critical barrier in pet adoption. The initiative's geotargeting and first-party data strategies ensure that advertisements reach the right audiences, increasing the likelihood of successful adoptions. Moreover, the initiative aligns with Pedigree's mission of ending dog homelessness, demonstrating the brand's commitment to social responsibility.

Furthermore, the article highlights the potential of generative AI in marketing. While concerns about job insecurity and ethical implications remain, the technology offers immense opportunities for efficiency and creativity. Pedigree's Adoptable initiative serves as a successful example of how brands can harness AI to drive positive social change.