Every person with a career knows the importance of an evocative bio to be the one that’s chosen. For pets in pet shelters being chosen means getting a family and being loved. An evocative bio could be hugely important. But pets can’t write.
AI can. Deutsch LA has called on AI to create evocative bios in a campaign for PetSmart Charities. The agency has developed Rescue Writer, a free tool that helps shelter staff and volunteers write attention-grabbing, heart-warming and editable bios, promising to increase pets’ chances of finding people to love.
The campaign has launched for PetSmart Charities National Adoption Week in November and National Adopt a Senior Pet Month. Each year, more than 6 million pets find their way into shelters in the US. Many of them now face extended stays, stretching shelters’ already limited resources. During PetSmart Charities National Adoption Week, local shelter partners bring adoptable pets into PetSmart stores across the nation in hopes of finding new homes for tens of thousands of adoptable pets.
By simply entering a few personality traits, Rescue Writer churns out quirky, sweet and attention-getting bios for each pet. Their creative storytelling aims to pique the interests of potential adopters to schedule “meet and greets” to determine ideal matches. For example, Henri is a 10-year-old at Maricopa County Animal Care and Control in Phoenix, Arizona. Rescue Writer generated the following bio to entice his perfect match:
Meet Henri, a senior dog with a heart of gold. His personality is as mellow as a summer’s day and as gentle as a lullaby. He’s sweet, loyal and so cuddly that you’ll never feel lonely with him around. Henri’s idea of a perfect day involves lounging on the couch, enjoying the quiet moments and giving you his undivided attention. He’s the ideal companion for those who appreciate the slower, more relaxed pace of life. Adopting Henri means welcoming a friend who will cherish your company, bring tranquility to your home and fill your days with the purest form of love. Don’t let his senior status fool you — Henri still has plenty of love to give and is eagerly waiting for his loving home where he can spend his golden years showering his new family with affection.
“Stemming from the insight that shelter animals with well-defined backstories are more likely to find their forever home, we set out to leverage the power of AI for good,” stated Ivan Perez-Armendariz, EVP & head of digital experience, Deutsch LA. “PetSmart Charities plays such an important role in this space. Giving them and animal shelters new tools to make a substantial difference has been incredibly gratifying.”
