Mars pet brand, DINE, has unveiled a new artificial intelligence tool named the ‘Cat Decoder’ designed to assist cat owners in understanding their pets’ thoughts by generating bespoke videos using AI technology.

The initiative is a collaborative effort with EssenceMediacom and Amazon Ads Australia. The tool operates by allowing users to upload a photograph of their cat and select how they attempt to win their cat’s affection. Following this, the AI generates a personalised video script tailored to the user’s inputs. This campaign is aimed at engaging customers across multiple platforms, including Amazon.com.au, Prime Video, and TikTok. It utilises Amazon’s first-party insights to target advertising based on purchase intent and contextual relevance.

To enhance the campaign’s reach and shareability, influencers on TikTok are being employed to amplify the message. The campaign officially launched on August 1, 2025.

The campaign is part of DINE’s broader strategy to innovate within the pet food category and to reinforce the bond between pet owners and their cats.

“We’re incredibly proud to partner with Amazon, TikTok and EssenceMediacom on this groundbreaking campaign that delivers on pet parent insights, brand values and provides data-driven solutions,” Camille Shepherd, Portfolio Marketing Director for the DINE Brand at Mars Australia, said. “We are thrilled to launch a highly interactive, engaging campaign to fast-track growth on the extraordinary DINE brand and ultimately provide more moments of connection with high-quality delicious cat food.”

Carl Colman, Managing Director of EssenceMediacom Melbourne, highlighted the innovative nature of the ‘Cat Decoder’. “The Cat Decoder is a brilliant example of how data, technology, and creativity can unite to create genuine emotional connection and help drive commercial impact,” he stated.

The campaign represents a strategic move by DINE to leverage technology and data in creating engaging experiences for pet owners, while also aiming to drive commercial growth for the brand.