Artificial intelligence (AI) is reshaping the pet food industry, enhancing product development, marketing, and customer service.
Major brands like Mars Petcare, Ollie, and Purina are using AI to better connect with customers, predict trends, and create personalised nutrition plans for pets.e
Industry experts will explore how AI is changing the industry at the Petfood Forum 2025 with Hana Bieliauskas, senior vice president at Inspire PR Group, discussing both the benefits and challenges of this technology, as well as its future.
AI’s Expanding Role in Pet Food Marketing
AI is improving marketing in the pet food industry by helping companies better understand consumer behaviour and optimise product development. Predictive analytics and machine learning allow businesses to anticipate trends and create personalised experiences for customers.
“AI has also sped up the development of new products by leveraging predictive analytics and consumer data, and it can apply algorithms to identify trends in the food sector and predict their growth,” Bieliauskas said.
Seasoned experts will share case studies on how AI tools like ChatGPT, Gemini, and Copilot are improving targeted campaigns, boosting engagement, and refining messaging at the upcoming Petfood Forum 2025, from 28th to 30th April 2025, in Kansas City, Missouri.
Mars Petcare’s AI-Driven Innovation
Mars Petcare is leading AI adoption, investing $1 billion in digital innovation, focusing on AI-powered solutions. Its “Dogs Write Reviews” campaign used “The Dog Interpreter” AI tool to translate dogs’ reactions to GREENIES treats into engaging content.
Mars also used Vizit, an AI tool, to optimise packaging design based on consumer insights, leading to a 30% increase in conversions.
“Mars discovered that consumers in different parts of the world have different preferences as to what makes an image appealing. The AI-generated data influenced package design, from how many pets were featured on a package to the colour scheme,” Bieliauskas said.
Personalised Nutrition Through AI
AI is playing a key role in tailoring pet nutrition. Companies like Ollie and Purina use AI to enhance customer experience and provide personalised recommendations.
Ollie’s acquisition of DIG Labs allowed the creation of a digital health screening tool offering customised dog food recommendations based on health data.
“Ollie’s CEO said that this approach helps the company connect with younger pet owners, who desire tech-enabled and personalised products to improve the quality of life for their pets and themselves,” Bieliauskas explained.
Purina uses its AI-powered Pet Food Finder tool, which helps pet owners select the best products by completing a short online questionnaire.
“AI integration on retailer sites helps suggest relevant products based on a person’s purchasing history or the products they are shopping for,” Bieliauskas added. “This can analyse individual consumer preferences to suggest tailored products, enhancing customer satisfaction and loyalty.”
The Challenges of AI Adoption
Many companies hesitate due to a lack of understanding, and some face issues with the accuracy of AI-generated content.
“Overall, a lack of understanding often contributes to fears about adopting AI,” Bieliauskas said. “It’s important that pet food companies, like other retailers, take the time to learn about the opportunities AI offers, including increasing efficiency, assisting with creative ideation, and providing valuable data insights.”
The Future of AI in Pet Food Marketing
AI’s influence in pet food marketing will expand significantly in the next five years. Brands will increasingly personalise customer experiences and build stronger loyalty.
“Pet food companies will continue to look for new ways to utilise AI to personalise a customer’s experience and meet their needs, building brand trust and loyalty,” Bieliauskas stated.
“We’ve seen that people are increasingly humanising their pets, considering cats and dogs core members of the family that share their owners’ values and lifestyles,” Bieliauskas said.
Experts agree that AI is no longer optional but essential for companies to remain competitive in the data-driven marketplace.
“I want session attendees to leave feeling empowered to utilise AI and excited to see how it can enhance their marketing efforts,” Bieliauskas said. “I want them to try using AI tools for ideation and efficiency, if they’ve been hesitant. For those using it, I hope they’ll be inspired to use it more strategically and creatively in future marketing.”
“As pet owners continue to demand a more customised experience for feeding and caring for their pets, AI will be a vital tool for pet food companies,” Bieliauskas noted. “Those companies that meet pet owners’ needs will stand out for their ability to connect with customers and earn long-term trust.”