Arm & Hammer Offers AI Tool To Increase Cat Adoptions

Arm & Hammer, in collaboration with the ASPCA and Razorfish, launched an AI tool called "Purrsonality Pics" to increase cat adoptions. This tool uses generative AI to create unique portraits capturing the distinct personalities of shelter cats, aiming to make potential adopters feel an instant connection.

During a virtual adoption event, the initiative highlighted how temperament is a critical factor in cat adoptions. Arm & Hammer's campaign also raised $200,000 for the ASPCA in 72 hours, supporting their broader mission of helping shelter cats find homes.

Arm & Hammer cat litter and the ASPCA are rolling out an AI tool to help boost adoption for shelter cats. 

In conjunction with Adopt a Shelter Cat Month in June, the brand and its creative agency Razorfish unveiled AI-generated “Purrsonality Pics” during the ASPCA’s virtual cat adoption event.

The next virtual adoption event featuring more “Purrsonality Pics” is on July 24 on the ASPCA’s Facebook and Instagram.

The cat portraits aren’t just ordinary photos. Using generative AI, each picture aims to capture the unique personality of each cat, making it easier for potential adopters to feel an instant connection and lead to better adoption matches.

Cats often have complex personalities that are hard for shelters to convey to potential adopters, according to the brand. In unfamiliar surroundings like a shelter, they may appear scared, leading to adoption photos that don’t reflect their true nature.

Research shows temperament is the most important reason for adopting a cat from a shelter, while physical appearance matters less.

The AI photos reveal the unique personalities of shelter cats in ways traditional photos can’t, says Jamie Perruquet, senior vice president, executive creative director at Razorfish. 

Full story at MediaPost.