In the past, when pet owners looked for products, they would typically open Google, search for terms like “senior dog food” or “best cat litter,” browse the results, and then click through to a website.
But now, more and more people are asking AI tools like ChatGPT and Perplexity questions directly:
“Which dog food is suitable for senior dogs with sensitive stomachs?”
“Can you recommend a good anti-itch shampoo for cats?”
“Which brand of pet supplements is worth buying?”
The way consumers access information is changing.
AI is becoming a new gateway for product discovery.
According to the American Pet Products Association (APPA) report 2026 State of the Industry, the percentage of consumers using AI tools to learn about #petproducts doubled from 6% to 12% in a single year—up from just 3% in 2023.
While search engines still dominate with a 62% share, AI has become the fastest-growing channel for information gathering.
This means:
In the past, brands competed for search rankings (SEO);
In the future, brands will need to compete for AI recommendations.
For pet brands, now is the critical window to prepare for AI search, as many competitors haven’t even realized this shift is happening yet.
Why isn’t Chewy worried about AI?
As one of the world’s largest online pet retailers, Chewy takes a positive view of AI.
Chewy’s CEO told investors that AI won’t disrupt the company; instead, it will drive more demand toward Chewy.
Why?
Because Chewy’s core strength isn’t one-off search traffic, but long-term customer relationships.
Currently, 84% of sales come from its “Autoship” subscription service.
This means:
Even if a consumer first discovers Chewy through AI, once they enter the ecosystem, repeat purchases will follow.
Most small and medium-sized pet brands may not be able to replicate Chewy’s scale, but they can adopt its mindset:
AI recommendations often shape the consumer’s first impression.
From SEO to AEO: The future isn’t just about “being found”—it’s about “becoming the answer.”
In the past, companies focused on:
- How to get their website onto the first page of Google?
Now, the more important question has become:
- When users ask AI a question, will you be the answer the AI provides?
This new optimization approach is known as:
Answer Engine Optimization (AEO).
The goal of SEO is:
To get found by others.
The goal of AEO, however, is:
To get directly recommended by AI.
Three free ways to make it easier for AI to recommend your brand:
- Create content based on questions users actually ask
Don’t just list product specifications; answer the questions consumers truly care about.
For example:
- Is grain-free dog food suitable for all dogs?
- How do I choose the right harness for a large dog?
- Are post-surgery recovery suits really better than Elizabethan collars?
Turning these real questions into FAQ pages—and providing clear, direct answers—makes them more likely to be cited by AI.
At the same time, product pages should use the language consumers use in everyday searches, rather than overly promotional marketing copy.
- Earn more authentic third-party recommendations
When generating answers, AI doesn’t rely solely on a brand’s official website.
Instead, it tends to cite sources like:
- Google Reviews
- Yelp
- Industry rankings
- Third-party media outlets
These sources are viewed as more objective.
Therefore, brands should encourage satisfied customers to leave detailed reviews and actively participate in community discussions on platforms like Reddit.
Genuine word-of-mouth recommendations from users are more likely to earn AI’s trust than a brand’s own promotional material.
- Ensure AI can access your website
There is another often-overlooked issue:
If AI crawlers cannot read your website’s content, they cannot recommend you—no matter how good your products are.
You should check your website’s robots.txt settings to ensure AI crawlers aren’t being blocked.
This task takes only a few minutes but can directly impact your visibility in future AI-driven searches.
Run a quick test right now
Open ChatGPT or Perplexity and enter questions your potential customers might ask, such as:
- Where can I buy a high-quality #petharness?
- Which brand of #petrecoverysuit is recommended?
- What are the best #reflectivevests for dogs?
See if the AI recommends your brand.
If your brand doesn’t appear but a competitor’s does, you’ve just found a free optimization checklist.
Conclusion
AI is transforming the way consumers discover brands. For pet brands, future competition hinges not merely on achieving higher website rankings, but on becoming the answer recommended by AI.
While large enterprises are already actively positioning themselves for the AI era, small and medium-sized brands have opportunities as well.
Brands truly worthy of recommendation may not be the largest, but they consistently deliver clear information, reliable products, and genuine user testimonials.