Deutsch LA's new "Rescue Writer" tool aims to boost pet adoption

We’re pet people here at WNIE, and are big fans of this fun and impactful tool from Deutsch LA and PetSmart Charities.

A lot of AI use by advertisers can feel superfluous, but here’s a project with undeniable utility—Deutsch LA’s “Rescue Writer” tool for PetSmart Charities, which generates bios for pets waiting to be adopted based on just a few quick inputs.

Users can choose from a number of personality buckets that best describe the animal, then pick a tone of voice for the bio output. The resulting time savings could make a huge difference in adoption numbers, given how critical an engaging bio can be in the process.

The project emerged from an internal agency brief to come up with most creative use of AI. Rescue Writer won in a category called “Most Surprising Use of Prompts.” It was built in-house—using the OpenAI API, NextJS framework and Microsoft Azure cloud computing platform—and brought to PetSmart Charities, which embraced it.

Full story at AdAge.