Arm & Hammer cat litter and the ASPCA are rolling out an AI tool to help boost adoption for shelter cats. 

In conjunction with Adopt a Shelter Cat Month in June, the brand and its creative agency Razorfish unveiled AI-generated “Purrsonality Pics” during the ASPCA’s virtual cat adoption event.

The next virtual adoption event featuring more “Purrsonality Pics” is on July 24 on the ASPCA’s Facebook and Instagram.

The cat portraits aren’t just ordinary photos. Using generative AI, each picture aims to capture the unique personality of each cat, making it easier for potential adopters to feel an instant connection and lead to better adoption matches.

Cats often have complex personalities that are hard for shelters to convey to potential adopters, according to the brand. In unfamiliar surroundings like a shelter, they may appear scared, leading to adoption photos that don’t reflect their true nature.

Research shows temperament is the most important reason for adopting a cat from a shelter, while physical appearance matters less.

The AI photos reveal the unique personalities of shelter cats in ways traditional photos can’t, says Jamie Perruquet, senior vice president, executive creative director at Razorfish. 

"By conveying each cat's authentic character—whether it’s playful, curious, feisty, or affectionate—this tool helps potential adopters connect more deeply, leading to better adoption matches,” Perruquet says in a release. “It's a powerful example of AI being used in a creative way for good and gives otherwise overlooked shelter cats a greater chance at finding their new families."

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

According to the ASPCA, approximately 3.2 million cats enter U.S. animal shelters and rescues nationwide yearly, but only 2.1 million cats are adopted each year. 

In response, Arm & Hammer created its Feline Generous program, with initiatives throughout the year dedicated to helping shelter cats find loving homes, especially those that are overlooked due to age, appearance or misunderstood personality.

“We’re always looking for new ways to shed light on cat welfare organizations and help them find loving homes for their cats” says Carly Catalano, associate director, Arm & Hammer Pet Care, in a release.