Unleashing Purrsonality: How ARM & HAMMER™ Cat Litter’s AI-Generated Cat Portraits Are Boosting Adoptions

In a heartwarming effort to celebrate Adopt a Shelter Cat Month, ARM & HAMMER™ Cat Litter teamed up with the ASPCA® to launch AI-generated “Purrsonality Pics” at a virtual cat adoption event. This innovative initiative used generative AI to create playful and captivating portraits that reflect each cat’s unique personality, helping potential adopters connect with them more easily.

Shelter cats often struggle to showcase their true selves in adoption photos due to the stress of their surroundings. To tackle this challenge, ARM & HAMMER, along with its creative agency Razorfish, developed an AI tool that generates eye-catching portraits. These “Purrsonality Pics” highlight each cat’s distinct charm, whether they’re playful, curious, feisty, or affectionate, making it easier for cat lovers to fall in love at first sight.

The ASPCA and ARM & HAMMER Cat Litter will be co-hosting the next virtual cat adoption event featuring several more Purrsonality Pics on Wednesday, July 24, 2024 on Facebook and Instagram.

“Purrsonality Pics uses AI to reveal the unique personalities of shelter cats in ways traditional photos can’t,” said Jamie Perruquet, SVP Executive Creative Director at Razorfish. “This tool helps potential adopters connect more deeply, leading to better adoption matches.”

Christina Wyman, Vice President of Cause Partnerships at the ASPCA, noted that the virtual events helped showcase cats’ personalities, resulting in more adoptions. One standout success was Torta, a handsome cat who found his forever home thanks to his charming Purrsonality Pic.

As part of the initiative, Arm & Hammer also sponsored a match campaign that raised $200,000 in 72 hours for the ASPCA.

“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.” said Carly Catalano, Associate Director of ARM & HAMMER™ Pet Care.

In addition to the work with the ASPCA, ARM & HAMMER’s Feline Generous program, dedicated to helping overlooked shelter cats, will also donate $50,000 this year to help shelter cats find loving homes.

To see more AI-generated Purrsonality Pics or for more information about adopting a cat through the ASPCA, please visit this page or aspca.org/adopt.