Petfood brand Iams deploys AI-powered video tool to persuade people into pet ownership

Iams has launched “I want a puppy/kitten studios”, an AI video tool to help people convince their loved ones that it’s time for them to get a puppy or kitten. 

Using Google’s Veo 2 video generator, the tool will launch in Canada first and then globally, including in the UK.

Users can respond to prompts about the breed and intended name and the tool creates 60-second films with a message tailored to the creator’s loved one.

Animesh Kumar, marketing director at Mars Pets Nutrition Canadas, said that the tool was designed to help turn “the aspiration of owning a pet into a reality for even more households across Canada”.

The campaign was created by Callum McDonald and Charlotte Upton at Adam & Eve/DDB.

Ant Nelson and Mike Sutherland, chief creative officers at Adam & Eve/DDB, said that the tool could help “animal lovers create blockbuster movie-style pitches”.

Most recently, Iams and Adam & Eve/DDB created a two-storey balloon modelled on an overweight dog called Waylon, which demonstrated how “too much weight can hold your dog back”.