Artificial intelligence (AI) has touched all of our lives in one way or another, and the pet food space is not immune.
According to Cascadia Capital's latest Pet Industry Overview report, AI has immersed itself in the pet industry across every pet segment, including predictive health monitoring, virtual vet consultations, personalized nutrition plans, smart feeding solutions, training tools and interactive toys and entertainment.
As pet ownership demographics shift toward younger generations, pet companies are investing in advanced technologies to meet pet parent demand for tech-enabled and personalized products, noted Cascadia. Here are two pet food companies that did just that in 2024.
Mars Petcare invests US$1 billion in online presence, AI
In October it was reported in Fortune that Mars Petcare may invest US$1 billion during the next three years to hire 300 more tech workers and enhance its digital presence. Part of that investment includes increased use of artificial intelligence.
Mars representatives told Fortune that 70% of that US$1 billion was earmarked for hiring, upskilling and bringing in third parties to increase the online orientation of the company’s pet food brands. Much of the remainder of the investment is planned for generative AI, data management, e-commerce and other emerging technologies.
With the US$1 billion, Mars aims to double digital sales by 2030 from today’s level.
Along with the investment, Mars also restructured its leadership. Chief information officers in the pet division now report to division presidents, as opposed to chief financial officers. The shift is meant to encourage the adoption of new technologies rather than the previous approach of prioritizing cost savings when managing IT operations.
Ollie acquires AI diagnostic company
Ollie, a fresh dog food subscription company, acquired DIG Labs, an AI-powered diagnostic firm specializing in real-time pet health screenings, including stool analysis, weight management and more in October. In addition, Ollie introduced its new Foodback Loop, a proprietary data-driven process designed to enhance product development and feeding algorithms for healthier dogs.
Using millions of real-time data points, Ollie said it can enhance its fresh dog food offerings through personalized experiences and the development of its proprietary Foodback Loop process. This approach allows Ollie to recommend tailored food and portions for each dog, improving members' experiences with features like portion control and diet transition screenings. Recipe development and refinement will be introduced through new initiatives including weight programs, customized experiences for puppies, recipe optimization for ideal stool health, and more.
"Pet parent demographics are shifting to younger generations, and with the acquisition of DIG Labs, we are meeting their demand for tech-enabled and personalized products to improve the quality of life for their pets and themselves," Nick Stafford, Ollie CEO, said when the news was announced. "We are the only pet food company creating a direct data-led link between what we are feeding our dogs and their health outcomes through individual pet data on stool, weight, skin and coat, and teeth and gums."
Read more about AI in pet food manufacturing
For a more in-depth look at the impact AI has had on the pet food industry, click here to read Editor Lindsay Beaton's article, "AI has entered the pet food chat: Where will it land?" from the December 2024 issue of Petfood Industry. And for even more insight, click here to read AI in pet food formulation: A developing technology.
