AI Pilot Case Study
Role
Art Director
Agency
WPP Production (Formerly Hogarth)
The Problem
How do you produce hundreds of pieces of brand-true, pet-first content without a linear scaling of cost and time? Purina partnered on a generative AI pilot to find out — testing whether AI could move beyond experimentation and into a real production pipeline for a category where trust, warmth, and animal welfare are non-negotiable.
The Outcome
A real, documented production pipeline that cut production time on specific content types while preserving the warmth and specificity Purina's audience expects — an honest case study showing exactly where AI accelerated the work and where human craft stayed irreplaceable.
Purina AI Pilot was a structured experiment in using generative AI as a production-grade tool for a pet care brand whose audience expects authenticity, not artifice. The pilot examined where AI could genuinely accelerate content workflows — and where human craft remained irreplaceable.
The case study documents the full arc: from initial model selection and prompt engineering, through creative review cycles, to the final outputs measured against Purina's brand standards. It's an honest look at what worked, what didn't, and where the workflow broke down.
The result wasn't a pitch deck — it was a real pipeline. One that cut production time on specific content types while preserving the warmth and specificity the brand is known for. The takeaway: AI doesn't replace creative judgment. It pressure-tests it.
The best AI pilots don't ask "can it?" — they ask "should it, and where?"
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