The way we talk to customers has changed.
Remember when sending a generic email blast felt like cutting-edge marketing? Those days are long gone.
Today, your customers expect you to know them. They want you to anticipate their needs before they even realize them. And in the pet industry, where emotions run high and the "product" is for a beloved family member, that expectation is even higher.
You don’t need a crystal ball to predict what your customers want. You have something better. You have Artificial Intelligence.
Before you roll your eyes and think this is yet another article about how to lean into AI to accelerate your marketing, let’s take a beat. There are plenty of resources out there already that talk about how you can use AI to automate your processes, synthesize your data, and so on.
But we want to talk about something different, about how AI can actually humanize your marketing, namely in the pet industry.
In this post, based on fresh insights from the recent Pet Connect conference attended by industry veteran and Kinetic 319 partner Jeff Mard, we’re going to explore how AI is redefining trust, loyalty, and engagement in ways that really matter.
Whether you’re selling premium kibble, running a veterinary clinic, or operating outside the pet world entirely, these insights will help you own the customer journey in ways you never thought possible.
AI as a Trust Builder (Yes, Really)
There’s a huge misconception that using AI means losing the human touch. The opposite is actually true. As long as it’s deployed thoughtfully, AI can act like a thoughtful assistant that helps you connect with your customers more deeply than ever before.
Here’s an example. Think back to the last time you tried to Google a medical symptom for yourself. You probably ended up terrified, convinced you had a rare tropical disease. Pet parents do the same thing. They see their dog limp and immediately spiral into panic, into the worst-case scenario. This is where AI steps in as a calm, knowledgeable guide.
At Pet Connect, data presented by Clay Barlett of TeleTails revealed that AI-assisted consultations have increased pet parent trust by 19%. When pet parents used AI-driven tools to triage symptoms or get nutritional advice, they actually felt more confident in the brand, not less.
Why? Because speed matters, and anxiety hates a vacuum. If you can provide an immediate, accurate, and comforting response at 2 AM when a cat is coughing, you’ve just earned a customer for life. You’re not replacing the vet; you’re instead a helpful, comforting bridge to the vet.
Another example might be one in which a customer uploads a photo of their dog’s skin issue to your app. Instead of waiting days for an appointment, your AI tool analyzes the image, compares it against thousands of similar cases, and suggests it might just be a seasonal allergy. It recommends a soothing balm you sell and advises scheduling a vet visit if it doesn’t clear up in three days.
Now, you’ve just saved them worry, time, and money, and that’s how you build trust.
Data-Driven Personalization: The Key to Loyalty
We all know data is gold, but are you actually mining it? Or is it just sitting in a spreadsheet somewhere gathering digital dust?
Real personalization is about connecting the dots, about taking disparate pieces of information (breed, age, location, purchase history) and weaving them into a cohesive narrative that makes the customer feel seen.
Say you have a customer named Sarah who buys grain-free food for her senior Golden Retriever, Max. A basic marketing approach sends Sarah a generic coupon for "dog treats." A data-driven AI approach sends Sarah an email that says:
"Hey Sarah, we know Max is turning 12 soon! Since senior Goldens often need extra joint support, here’s a special offer on our glucosamine-rich soft chews. They pair perfectly with the grain-free salmon recipe he loves."
There’s a huge difference here, because one is a sales pitch. The other is care.
The Pet Connect conference showed us how combining brand data with customer data creates an "Agentic experience." This means the AI isn't just reacting; it’s now acting on behalf of the customer's goals. If you know a customer lives in an area with a high tick prevalence and it is currently tick season, your system should automatically prompt them about prevention.
There’s one caveat to this, and that is that you absolutely must use this power responsibly. As Clayton Bartlett noted at the conference, protecting brand data is a must. You’re creating value, sure, but you are also handling sensitive information.
Treat it with the respect it deserves, and your customers will reward you with loyalty that competitors can’t steal.
The Role of Holistic and Preventative Care
The pet industry is shifting massive tectonic plates right now, moving away from "reactive" care (fixing things when they break) to "proactive" and "holistic" care (keeping things from breaking in the first place). AI is largely the engine driving this shift.
The wearable tech sector is a great example, as devices like Fitbarks or Whistle trackers aren’t just pedometers for poodles but also serve as excellent early warning systems. Just by analyzing behavioral data, AI can spot anomalies that a human might miss. Maybe a dog is sleeping 10% more than usual or scratching 15% more often. These shifts, though subtle and easy to miss with the naked eye (or by the busy human owner), can be early indicators of pain or illness.
This allows brands to intervene before a problem becomes a crisis. For marketers, this opens up a whole new world of engagement. No longer are you just selling products. Now, you’re selling wellness. You’re selling longevity.
If you’re in the nutrition space, you can use AI to model the perfect diet for a specific animal based on their DNA, activity level, and local climate. Embark Veterinary is doing incredible work here, using genetic markers to guide lifestyle choices.
Another word of caution here, and again, this applies across industries: iIf AI is creating outputs, you must review them. You need a human in the loop, and that’s a non-negotiable.
Christie Long, DVM, emphasized at Pet Connect that while AI makes communication simpler, you must have a compliance process. If your AI suggests a supplement that interacts poorly with a medication, that is on you. The goal is to support the science, not replace it.
Overcoming AI Skepticism
Some people are terrified (rightfully so) of AI. They worry about privacy, about "fake" advice, or about losing the personal connection they value. And those are valid fears.
Your job isn't to dismiss these fears. Your job is to educate through them.
Be transparent, and don’t hide the fact that you’re using AI. Celebrate it, and explain why you’re using it. Tell your customers, "We use AI to analyze thousands of data points so we can give you the most accurate nutritional recommendation possible." Frame it as a tool that enhances your team's capabilities, not one that replaces them.
Amazon is a brand that already does this exceptionally well. As a company that’s leveraged AI for years, they don’t just guess what you want but use your past behavior to make helpful suggestions and predictions.
At Pet Connect, Luis Lopez from Amazon Business shared how they used purchase data to help a pediatric autism client identify where to open new clinics based on demand. That is AI being used for good. That is the story you need to tell.
And this approach isn’t just for pets and their people.
In healthcare, AI powers real-time virtual triage, helping patients get faster answers and doctors make more informed decisions (all while protecting patient data). In retail, it’s the reason you get those eerily on-point recommendations (think about how quickly you find what you didn’t even know you needed).
Education? AI is already powering personalized learning paths, adapting lesson plans to fit each student’s strengths and helping teachers spot early signs of struggle, so no one falls behind. Each of these industries is discovering that the right AI doesn’t remove the human touch. It amplifies it.
Lean on Transparency
Build confidence by starting small. You don't need to overhaul your entire business overnight. Instead, start with an AI-driven FAQ chatbot that actually works. Use AI to personalize your email subject lines. Show your customers that technology makes their lives easier, not more complicated.
The companies that win will be the ones that demystify the tech and make it accessible and usable, according to Mildred Munjanganja. They will show that behind the algorithm, there are real people who care deeply about pets. As Anna Skaya put it, "People do deals with people." The tech is just the vehicle. The connection is human.
Reshape the Customer Journey in the Pet Industry and Beyond
The pet industry is at a crossroads. We have more data than ever before, but data alone isn't enough. We need insight. We need empathy.
And surprisingly, we need AI to help us scale that empathy.
Owning the customer journey today means being there for the moments that matter. It means using technology to turn a transaction into a relationship. It means proving to your customers that you understand their pets almost as well as they do.
So, here’s your challenge: look at your current customer journey. Where are the friction points? Where are the generic interactions that could be personalized? Where are the opportunities to be proactive rather than reactive?
Don’t just buy AI tools because they are trendy. Buy them because they help you fulfill your promise to your customers. Leverage AI responsibly to build trust, deepen loyalty, and drive long-term growth.
Because at the end of the day, whether you are selling insurance, kibble, or veterinary care, you are really selling peace of mind. And that is something AI can help you deliver in spades.
Ready to see what the next era of AI-driven customer journeys looks like for your business? Connect with Kinetic319 and let’s build your roadmap together.