By Ellie Mundy, Senior Account Manager, Inizio Evoke
AI is reshaping marketing, communications, search and customer engagement in animal health marketing. But it's up to us to bring compassion, care and thought to what happens next.
I've worked in animal health here at Inizio Evoke for nine years and am also a committee member of the Veterinary Marketing Association (VMA). It gave me a unique insight at the VMA's recent 'Don't Be Afraid, Welcome to the Weird and Wonderful World of AI' event – where three themes stood out.
1. AI makes human judgment more valuable to vets, pets and the people who care for them
Inizio Evoke's Jon Buckley challenged delegates to think beyond content creation in his session on the human advantage in animal health marketing. After all, AI can generate campaign ideas, social posts, summaries and first drafts in seconds. But it's up to us to make the next decision easier, whether that's for a veterinary professional, practice team or pet owner.
The premise was simple but powerful: AI generates and iterates, while humans invent, own and empathize. This thinking was reflected throughout the event, highlighting the value of responsible AI frameworks led by human review, regulatory oversight, transparency and ethical governance. Frameworks where trust, welfare and scientific accuracy matter, with human expertise remaining essential when the stakes involve veterinary professionals, pet owners and patient outcomes.
2. Pet owners are searching for answers in new ways, opening new possibilities
Keynote speakers highlighted how traditional search engine optimization (SEO) is evolving alongside answer engine optimization (AEO) and generative engine optimization (GEO). Rather than competing disciplines, these are now becoming interconnected parts of the same visibility strategy.
What struck me most was the shift from clicks to citations. Increasingly, users receive answers directly from AI-powered tools and search summaries without ever visiting a website. Success is no longer solely about driving traffic. It's about becoming the trusted source that AI systems choose to reference.
Pet owners are already turning to search engines, social media and AI tools before they speak to their veterinary practice. That means marketers are no longer just influencing communications after the consultation. We're influencing the information shaping perceptions before the consultation even begins.
Now is the time to invest in clear, evidence-based and original insights. Insights that stand out in a world increasingly crowded with AI-generated content.
3. Why using AI responsibly is the way forward
The growing importance of trust and governance in AI was a strong theme, with poor prompting, weak source material and over-reliance undermining credibility.
Regulatory requirements from organizations such as the Veterinary Medicines Directorate, Royal College of Veterinary Surgeons (RCVS) and industry codes mean that accuracy isn't optional. And as AI systems continue to omit, assume and provide 'hallucinated' answers with complete confidence, human oversight is essential.
It's clear that the people gaining the most value from AI are not necessarily the ones using it the most. They're the ones using it most responsibly. Whether that's implementing governance frameworks, using enterprise-grade tools, validating outputs against approved evidence or clearly defining accountability, responsible AI practices are becoming a competitive advantage rather than simply a compliance requirement.
The free-thinking approach that takes the fear out of AI
If there was one message I took away from the event, it's that we don't need to be afraid of AI. But we do need to be thoughtful about how we use it.
This is where Inizio Evoke can help. Our critical thinking, creativity, empathy and accountability drive what comes next and are made more powerful with informed and responsible AI use that opens new opportunities. Opportunities that create standout and build trust with more veterinary professionals and pet owners, so they can make better-informed decisions to improve outcomes for pets.
The tools may be changing, but the importance of trust has never been greater. And in an AI-powered future, that might be the most valuable asset of all.
Interested in hearing more? Connect with us here.