Client story PetAI - an AI assistant providing personalised pet care advice
The website and mobile app experience leverages Microsoft’s AI technologies to create a unified platform where pet owners can access expert advice and relevant products easily and seamlessly.
By Insight Editor / 3 Apr 2025 / Topics: Generative AI
Facts at a glance
Client industry
Retail
Challenge
Petbarn, a leader in pet care retail, aimed to enhance its digital experience for customers by integrating advanced AI capabilities. The goal was to create a unified platform where pet owners could access expert advice and relevant products easily and seamlessly, overcoming the challenge of navigating multiple sources of information
Solution
In collaboration with Insight and Microsoft, Petbarn launched PetAI, a generative AI-powered assistant. PetAI leverages Microsoft’s AI technologies to deliver personalised pet care advice and product recommendations. Integrated into Petbarn’s website and mobile app, PetAI provides a consistent and accessible experience for customers across digital touchpoints
Results
- 1000+ interactions every week
- Enhanced customer satisfaction and conversion rates through personalised recommendations
- Accelerated AI adoption strategy and digital transformation for Greencross
Area of expertise
Insight's Generative AI solutions personalise customer conversations with human-like responses and contextual awareness.
Download the client story
Petbarn, a leader in pet care retail and part of the Greencross Pet Wellness Company, is dedicated to making pet ownership easier for Australians. As part of this commitment, Petbarn sought to enhance its digital experience for customers by integrating advanced AI capabilities.
In October 2024, the brand launched PetAI, a groundbreaking generative AI solution developed in collaboration with Insight Enterprises and Microsoft. PetAI leverages Microsoft’s AI technologies, including Azure OpenAI Service, Azure AI Search and Azure App Service, to deliver personalised pet care advice and product recommendations.
The AI assistant is designed to help pet owners manage their pets’ health and wellbeing by providing expert guidance, tailored suggestions and seamless service integration – all within a single digital experience.
PetAI draws on Greencross’s extensive veterinary expertise and proprietary product knowledge. The solution has been integrated into Petbarn’s website and mobile app, ensuring a consistent and accessible experience for customers across digital touchpoints
"PetAI represents a significant leap forward in our customer experience strategy, providing pet owners with expert advice and personalised solutions at their fingertips, directly from the knowledge of Petbarn and Greencross Vets."
Mark Norris, Chief Information Officer, Greencross Pet Wellness Company
The motivation to create PetAI stemmed from Greencross’ recognition that pet owners must often navigate multiple sources of information – such as vet clinics, online forums and retail platforms – to find solutions. The company wanted to create a unified platform where owners could access expert advice and relevant products easily and seamlessly.
PetAI bridges this gap by offering a holistic digital pet care experience that mirrors the interactions customers find in-store and at veterinary clinics.
When selecting a partner for the project to build PetAI, Greencross turned to Insight because of its extensive expertise in AI-driven solutions and Microsoft technologies.
"Insight’s proven track record in delivering innovative AI solutions, combined with its strong partnership with Microsoft, made it the ideal choice to bring PetAI to life."
Nathan Allsopp, Product Manager – Experience, AI & Progressive Web App, Greencross Pet Wellness Company
PetAI is set apart by its frictionless role in the customer journey. Unlike some AI chatbots that require sign-ups or paid subscriptions, PetAI is freely accessible to all users. This ensures any pet owner can access expert guidance, whether they are browsing Petbarn’s website, using its mobile app or shopping in-store.
The AI assistant’s ability to provide contextual, relevant recommendations has significantly enhanced customer engagement. PetAI is engaging in thousands of conversations every week, helping address common pet health concerns, such as “When do puppy teeth fall out?” and product-specific queries, like “Which food is best for a Labrador with sensitive digestion?” This level of personalisation has increased customer satisfaction and conversion rates. However, the real value of PetAI lies in providing reliable and trustworthy information that empowers pet owners to better manage their pets’ health and wellbeing.
"PetAI is not just about driving sales. It’s also about building trust, providing quality advice and ultimately improving the lives of pets and their owners."
Rory Watt, General Manager of Enterprise Product & Program, Greencross Pet Wellness Company
The process of developing PetAI has also delivered broader value to Greencross. It has accelerated the company’s AI adoption strategy by fostering internal expertise and opening the door for further AI-driven innovations. As a result, Greencross’s engagement with Insight has accelerated its digital transformation and made it a leader in AI-powered retailing.
As PetAI continues to evolve, it will play an increasingly important role in Petbarn’s digital strategy, offering even more value to pet owners across Australia.
