Artificial intelligence (AI) is changing how the pet food industry operates. It’s not just about making products anymore; it’s about connecting with pet owners and understanding what they want. Companies are using AI to gather consumer data and analyze trends, which helps them create better products faster.
At the upcoming Petfood Forum 2025, Hana Bieliauskas from Inspire PR Group will discuss AI’s impact on marketing for pet food. Her session will take place on April 29, where she will share valuable insights on how AI tools like ChatGPT and Gemini can help brands enhance their marketing efforts.
Bieliauskas will explore real-world case studies, showcasing how pet food companies can use AI to build their brands and connect with customers. For instance, automation can streamline marketing emails and social media posts, ensuring messages reach the right audience at the right time.
However, integrating AI is not without challenges. Companies must approach AI creatively to stay competitive. Pet owners now expect personalized experiences, and businesses that fail to meet these demands might fall behind.
Bieliauskas emphasized that understanding AI is key to reducing fear around adopting it. “It’s essential for pet food companies to realize the benefits AI offers, like boosting efficiency and providing valuable insights,” she said. On the other hand, those who ignore AI’s potential in marketing, supply chains, and manufacturing may struggle to keep up.
While AI tools can help, they aren’t foolproof. Bieliauskas pointed out that the effectiveness of AI largely depends on the quality of input data. Therefore, humans still play a crucial role in refining AI-generated information. Moreover, building custom AI tools requires investment, so companies should clarify their objectives before diving in. Legal and ethical concerns are also crucial to consider, ensuring proprietary data remains secure.
An excellent example of AI in action in the pet food market is from Mars Petcare. In late 2024, they invested $1 billion into digital innovation, focusing on AI. Their “Dogs Write Reviews” campaign featured an AI tool called “The Dog Interpreter,” which allowed pet owners to scan their dogs eating GREENIES products and receive quirky AI-generated translations of their pets’ reactions. Additionally, Mars used an AI tool named Vizit to test package design appeal. This testing led to a 30% increase in sales by tailoring designs to regional preferences.
The future of AI in pet food marketing looks promising. Over the next few years, more companies will use AI to offer personalized experiences, understanding that pets are increasingly viewed as family members. Consumers want diet recommendations tailored to their pets’ specific health needs. For example, Ollie has launched a health screening tool that suggests dog food based on individual health data, appealing especially to younger pet owners who seek personalized products.
Similarly, Purina’s AI-powered Pet Food Finder provides recommendations based on a simple online questionnaire, enhancing customer satisfaction and loyalty through tailored suggestions.
Bieliauskas urged companies to think creatively and strategically about using AI. “I hope attendees will leave feeling confident in embracing AI to improve their marketing,” she stated. As more pet owners seek customized experiences, AI tools will become essential for pet food companies aiming to build long-term trust and connection with their customers. By leveraging AI, these companies can lead the way in an industry that is rapidly evolving to meet pet owners’ needs.
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