Pedigree Uses AI To Help Shelter Dogs

Pedigree is using artificial intelligence to help improve shelter dogs’ chances of getting adopted. 

The brand is partnering with Nexus Studios to launch “Adoptable.”  The first-of-its-kind initiative combines proprietary AI technology to create picture-perfect ads for shelter dogs in need of a home.

The technology works by taking basic photos of shelter dogs, provided by shelter workers, and giving them a professional-grade photography “glow up” without the need of a studio.

With just a few pictures, “Adoptable” can reposition the dogs into different poses and create assets that are used in any Pedigree advertisement, while keeping the authentic characteristics and look of the shelter dog.

The technology allows the shelter dogs in the advertising to change based on the viewer’s location and switch out in real time when a dog is adopted.

The brand is also launching another campaign,  “Love At First Sight” to celebrate the moment when people find the perfect shelter dog to adopt.

Creative from BBDO will run across TV, online video, social and print. The TV spots started airing in March, and the other placements will continue rolling out over the next few weeks.

Pedigree also created a “dating site” called Rebound Dogs to connect shelter dogs with someone truly in need of some optimism, the recently single. The interactive experience matches people with a shelter dog in their area with characteristics that are the opposite of their ex.

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