PetIQ Case Study
Company Size: +$1 billion annual revenue
Brand Focus: PetIQ — Pet Wellness and Supplement Innovation
Partner: CREWASIS.AI
Category: Pet Supplements and Preventive Health
PetIQ’s marketing and insights teams faced a rapidly evolving marketplace where human health behaviors were beginning to shape pet wellness decisions. Consumers who once bought collagen, probiotics, or antioxidants for themselves were now seeking similar benefits for their dogs — projecting their own longevity, mood, and gut-health goals onto their pets.
The company recognized a massive data opportunity but also a complexity challenge.
Each segment of the U.S. pet parent population spoke a different language:
Millennial pet owners talked about “organic ingredients.”
Gen X families focused on “weight management.”
Boomer pet owners emphasized “longevity.”
Decoding those conversations — and distinguishing emotional projection from functional need — required hundreds of hours of manual synthesis that a lean insights team didn’t have.
Challenges
PetIQ partnered with CREWASIS.AI, an agentic AI platform that decodes unstructured data from video, text, and social conversation to surface hidden human (and in this case, pet parent) motivations.
CREWASIS analyzed millions of text data and a thousand videos, clustering insights into four major health territories:
Stress – behavioral and emotional regulation in dogs mirroring human mental health routines.
Longevity – “beauty-from-within” translated to “healthy aging for pets.”
Detox – owners linking detox and metabolism to “gut resets” and “clean living.”
Weight Management & Fitness – human-inspired nutrition logic (MCT oils, L-carnitine, probiotics) adapted for canine wellness.
The AI platform automatically tagged language patterns, emotional tone, and ingredient mentions — revealing how human supplement culture was migrating into pet care.
Each week delivered a new layer of insight:
Week 1 – Sentiment Mapping: Why owners associate dog supplements with “care rituals” rather than medication.
Week 2 – Ingredient Foresight: Human ingredients now repurposed for pets.
Week 3 – Behavior Segmentation: Owners of senior dogs vs. active breeds show distinct supplement adoption patterns.
Week 4 – Brand Relevance: Identified white-space opportunities.
Solution
PetIQ translated millions of unstructured data points into a clear innovation roadmap and marketing direction:
4 emerging growth segments validated through behavioral and emotional data.
+25 % increase in engagement for content using “shared wellness” language (“Just like you, your dog needs a reset”).
New ingredient pipeline prioritizing antioxidant, cellular, and adaptogenic formulations.
3 upcoming product concepts co-developed around human-parallel benefits..
Reduced analysis time from 6 months of manual research to under 4 weeks using CREWASIS AI clustering.
AI also revealed the psychological crossover: owners project their own health anxieties — about aging, stress, or digestion — onto their pets. This finding reshaped PetIQ’s storytelling to “family wellness.”
Results
PetIQ is a leading pet health and wellness company focused on improving pet lives through accessible, veterinarian-recommended care. With products spanning supplements, treatments, and preventive health, PetIQ combines science, empathy, and innovation to redefine modern pet care.
About PetIQ
The team had strong product development capabilities but limited visibility into why consumers were choosing — or skipping — certain supplement types. Traditional market research captured purchase intent, but not the emotional mirror effect driving it.
“We realized pet owners were describing their dogs’ needs in their own wellness language — talking about antioxidants, mood, even detox routines,” said Jissan Cherian, CMO of PetIQ. “That was the breakthrough moment.”
“The platform allows us to uncover insights fast and get alignment from our team in it’s collaborative space.” Amanda Van Auken, Global Marketing Insights, PET IQ
“We did a deep dive into ingredients faster than we briefed the projects. It helps us align internally faster and dive deep into strategy as well as how to execute and prioritize ideas and innovation.” Ben Hiatt, Head of Innovation, PET IQ
“We were able to get to faster brand segmentation backed with data and advanced ideas to market faster.” John Neufield, Brand Manager, Vet IQ
Before AI-Driven Insights
PetIQ explored multiple AI systems but found CREWASIS uniquely capable of synthesizing video, text, and sentiment together — revealing not only what consumers said, but why they said it.
“What stood out about CREWASIS was how it connects behavioral data with creative intuition,” said Cherian. “It bridges science and empathy — turning data into stories we can act on.”
Outputs from CREWASIS were integrated directly into PetIQ’s innovation workflow, fueling decisions around formulation, packaging, and messaging.
PetIQ now runs continuous AI-powered text and video analysis to understand emerging topics in pet wellness. These insights guide:
Innovation strategy: Identifying future supplement clusters (stress, cellular health, weight management).
Creative development: Messaging that mirrors human wellness language while remaining pet-specific.
Retail execution: Aligning positioning with evolving consumer sentiment in real time.
“CREWASIS helps us see the emotional layer behind data — it’s empathy at scale,” said Cherian. “That’s how we build the next generation of products that feel as thoughtful as they are functional.”
PetIQ and CREWASIS are expanding their collaboration into predictive AI — modeling how shifts in human health culture will shape the next wave of pet innovation.
As human and pet wellness continue to converge, AI will enable companies to anticipate — not just respond to — the emotional and biological needs of modern pet parents.