Arm & Hammer cat litter brand is turning to artificial intelligence to help increase pet adoptions.

Since cats often have complex personalities, it can be hard for shelters to convey what makes each animal unique to potential adopters. Additionally, unfamiliar surroundings can make an animal appear scared and lead to adoption photos that don’t reflect their true nature.

That’s why the Ewing-based Church & Dwight Co. Inc.-owned brand worked with its creative agency, Razorfish, to build a tool that creates “thumb-stopping cat portraits” to capture people’s attention.

Using generative AI, the program provided “playful and captivating cat portraits” based on each feline’s personality. The images make it easier for pet lovers to connect with cats at a glance, Arm & Hammer says.

“Purrsonality Pics” debuted in June. The AI-generated images launched during two ASPCA virtual cat adoption events to mark Adopt a Shelter Cat month. ASPCA and Arm & Hammer will co-host a third program July 24 on Facebook and Instagram.

Christina Wyman, ASPCA’s vice president of cause partnerships, said, “Cat lovers appreciated the heartwarming characteristics of our cats displayed in their Purrsonality Pics and prospective adopters were able to gain a sense of who the cats were prior to meeting them in person. This resulted in more visibility for a handsome cat named Torta, who was adopted in early July.”

Altruistic AI

Besides increasing awareness for adoptable cats in New York and Los Angeles, the virtual events raised $200,000 in 72 hours thanks to Arm & Hammer’s matching efforts.

Only 2.1 million of the 3.2 million cats that enter U.S. animal shelters and rescues yearly end up adopted. To help shelter cats find loving homes – especially felines overlooked due to age, appearance or misunderstood personality – Arm & Hammer created its Feline Generous program in 2019. The online platform seeks to connect people to a network of local cat shelters to increase adoption as well as generate product and monetary donations.

According to Arm & Hammer, its Feline Generous program will also donate $50,000 this year to help shelter cats find loving homes.

Carly Catalano, associate director, Arm & Hammer pet care, said the company is honored to work with longtime partner ASPCA and “leverage AI to help elevate such a meaningful cause.”

Jamie Perruquet, senior vice president, executive creative director at Razorfish, agreed. “It’s a powerful example of AI being used in a creative way for good and gives otherwise overlooked shelter cats a greater chance at finding their new families,” Perruquet said.

“We’re always looking for new ways to shed light on cat welfare organizations and help them find loving homes for their cats. Purrsonality Pics make the process of creating adoption profiles easier for shelters and our hope is that it will help connect more cats with loving families even faster,” Catalano said.

Editor’s note: This story was updated at 9:57 a.m. July 24, 2024, to note that Arm & Hammer’s Feline Generous program will donate $50,000 this year and has not already provided the funds.