Shelter dogs, AI, and an animation studio: how Mars uses NZ as a test market

Shelter dogs, AI, and an animation studio: how Mars uses NZ as a test market
(Image: Supplied)
Daniel Dunkley
New Zealand’s status as a small, remote country is rarely seen as a positive in the business world, but for one consumer goods giant, those factors make it an ideal testing ground for creative ideas and innovation. Mars, the US conglomerate behind everything from Snickers to Dolmio pasta sauce, has used the NZ market to pilot an artificial intelligence-driven (AI) advertising campaign for its Pedigree dog food brand.It uses AI technology to transform scruffy shelter dogs into glossy billboard models.Partnering with Auckland ad firm C...

More Technology

'Abysmal': Unpacking Amazon’s trainwreck cloud launch
Technology The Business of Tech Podcast

'Abysmal': Unpacking Amazon’s trainwreck cloud launch

In a special episode, Peter talks to Ben Kepes about the blunders and poor communication.

Peter Griffin 05 Sep 2025
AI adoption brings hidden environmental costs
Technology

AI adoption brings hidden environmental costs

Every time we ask AI a question, we use up at least five drops of water, research shows.

John Anthony 05 Sep 2025
FMA seeks feedback on tokenised products impact
News in Brief

FMA seeks feedback on tokenised products impact

The Financial Markets Authority (FMA) is seeking feedback on the implications of the growing market for tokenised products.Tokenisation, which involves converting real or virtual assets into digital tokens that can be stored and traded on a blockchain, has the potential to influe...

BD AI 04 Sep 2025
Big profits, minimal tax: New report on how to make Google, Facebook pay fair share of tax
News in Brief

Big profits, minimal tax: New report on how to make Google, Facebook pay fair share of tax

“Dodgy” but not necessarily illegal – and this could be tested.This is how tax expert Nick Miller describes the financial practices of Big Tech multinational giants – including Google, Facebook, Amazon, Microsoft, and Oracle – which make a lot of money in New Zealand and pay mini...

Staff reporters 04 Sep 2025