Petz
Pet-Commerce, an award-winning digital first.
brief
Turning dogs into consumers is definitely one of the most unique requests that we have ever received, but one that excited us when we learned about it.
Petz, one of Brazil’s biggest pet retailers, wanted to put shopping decisions in the paws of dogs with 'Pet-Commerce', an online platform that lets them decide which products they want to play with and selects them for their owners’ baskets.
The advertising industry has been abuzz with how artificial intelligence (AI) can improve the way brands and consumers interact – but only for humans, not canines.
When Petz and its creative agency, Ogilvy, approached Hogarth Brazil with its Pet-Commerce idea, we were eager to get started.
The team used cutting-edge behavioural technology, such as facial recognition and AI technologies, to create something never seen before – dogs able to shop online.
The project allows dogs to interact via a webcam with an AI algorithm, picking up behavioural responses to discover whether they like a particular product. To make identification possible, the algorithm was loaded with thousands of dogs pictures. The technology has been created by Ogilvy Brazil and developed by D2G Tecnologia and Hogarth.
The result is a revolutionary new ecommerce service. Visitors to the Petz website can see a banner linking to Pet-Commerce. All they have to do is click and it begins. Customers simply hold their device over their dog's face so the camera can pick up their responses. The Petz AI technology is then capable of measuring the level of interest in a given product.