Amazon’s AI tool matches shelter dogs and cats with adopters in the Protect Playtime campaign
In short: Amazon’s Brand Innovation Lab, PetIQ’s PetArmor brand, and Best Friends Animal Society have launched “Protect Playtime,” a campaign combining an AI-powered pet-matching tool on Amazon with Amazon Nova Reel-generated videos of individual shelter animals to drive adoptions. The tool processes natural language queries to match prospective adopters with compatible shelter pets, and a pilot event in Glen Rose, Texas, in February 2026 produced 24 adoptions in a single day, four times the previous record. Personalised generative video content for each animal is distributed across Prime Video and Amazon Streaming TV ads through July 31, 2026.