Three ways AI is helping improve animal welfare

As a longtime fan of dystopian science fiction like The Matrix and Metal Gear Solid, I’ve always found AI to be a compelling, if somewhat unsettling, concept. That’s why, despite those cautionary tales, AI is consistently surprising me as a force for good.

Whether it’s generative AI being used to enhance medical research or computer vision helping athletes track and analyse their performance, I currently spend a lot of time writing about how AI can help people work smarter, and more safely and efficiently.

While it’s all fascinating to learn about, for me, here’s one application that resonates much more than the others. It may not seem like the most obvious use case, but AI is already playing a key role in humanity’s efforts to improve animal welfare – and the more I learn, the more it makes sense.

In this blog, I’ll look at three ways AI is helping make life a little better, if not more dignified, for wildlife and livestock. But before we dive in…

A quick guide to the tech

Were you confidently nodding along when I mentioned generative AI and computer vision? If those terms make sense to you, feel free skip to this section. If not, then read on.

Generative AI refers to models that can learn from existing content – like the collected works of William Gibson, or the films of Ridley Scott – to create new text, images, video, and synthetic data.

Computer vision (CV) is a field of AI in which algorithms are continuously trained using visual data to recognise objects and people. This helps it spot and respond to pre-defined patterns and behaviours.

Eager to learn more about AI? Be sure to read my colleague George’s blog about synthetic data, and Katy’s deep dive into AI’s applications in healthcare.

Use case #1: Protecting British wildlife on Network Rail

Network Rail (NR) and the Zoological Society of London (ZSL) – a science-driven conservation charity – are working with Google Cloud to identify, monitor, and learn more about wildlife living in and around the 52,000 hectares of land owned by NR.

Together, ZSL’s Machine Learning (ML) image processing systems and Google Cloud’s advanced data analytics enable NR’s ecologists to rapidly survey wildlife, map their behavioural trends and take protective action at scale.

Connected sensors capture huge amounts of audio and visual information in key wildlife areas. AI tools are then used to analyse the data and inform decisions regarding how to best protect different species.

So far, the initiative has helped track and protect endangered hazel dormice living along the edge of railways in the south of England, and many bat and bird species in and around London – including the rather lovely Eurasian blackcap. It’s also helped NR identify the best places to create “hedgehog highways” on its lines, helping the spiky lads cross over safely.

As climate change drives many species to find new habitats, ZSL and NR plan to use AI to monitor and safeguard their migration without disrupting railway operations. The project’s conservationists also expect AI will soon help them better manage vegetation alongside railways and on road verges to encourage biodiversity.

It’s nice to see organisations working together to protect these creatures, and it’s sure to help boost NR’s reputation with some passengers and investors. You can learn more about the initiative here.

Use Case #2: Observing livestock welfare for healthy herds

The National Farmers’ Union says animal welfare is a high priority for all British farmers, and while there are many RSPCA-assured farms, less than 3% of UK farms are inspected by official Government bodies each year.

There are also more than 1,000 “US-style mega-farms” in the UK, and they can become extremely crowded. These are the most likely candidates for animal mistreatment, given the aggressive turnaround on production and limited space.

It’s often difficult for vets, cattle consultants, and farm advisors to tell what’s happening behind closed doors. Plus, even with the best intentions, farmers may struggle to keep manual track of every animal’s wellbeing.

This is where computer vision and AI-powered analytics can help. Automatic image detection and analysis solutions can provide remote, AI-enhanced livestock surveillance 24/7 – to everyone who needs it.

Non-intrusive cameras are installed in strategic farming areas, providing a live video feed  augmented with on-screen visuals that indicate each animal’s current status, behaviour, and risk level.

Machine learning algorithms continually monitor and analyse the footage, including user responses, to more accurately identify when an animal is at risk or action must be taken to optimise their environment. To achieve this, the AI is taught to recognise and assess the environment’s brightness and humidity, and even animals’ faces and vocalisations.

Users can pre-define scenarios that they want the AI to alert them to, such as abnormal animal activity, whether cows are lying down enough, if their stalls are comfortable, and when food or water is running low.

AI-powered monitoring solutions can also help farmers and vets identify sick animals, predict emerging health issues, and analyse behavioural patterns that are indicative of an animal’s wellbeing. This information can improve farming productivity too, ensuring animals are kept in conditions conducive to safe and efficient pasture and growth.

Use case #3: Reducing avoidable animal suffering in slaughterhouses

Animal welfare organisations The Dutch Society for the Protection of Animals and Eyes on Animals, meat producer Vion, and professional services giant Deloitte have teamed up to develop AI4Animals – an intelligent animal surveillance system.

Their mission is to “significantly reduce avoidable and unnecessary animal suffering through innovative technology”. The solution uses AI to continuously monitor how animals are being handled in slaughterhouses, and alert those in charge of animal welfare to any signs of mistreatment or deviation from regulated protocol.

AI4Animals says many major slaughterhouses lack the time and resources to assess footage captured by traditional camera monitoring solutions. With AI, every frame is analysed in real-time using a rules-based criteria to detect handling issues, such as:

  • People causing stress by walking directly against the direction of the pigs
  • Animals remaining idle due to possible exhaustion or injury
  • Inappropriate use of mobile stunners as defined by regulatory protocol

There are other issues it can detect, but they turn my stomach – so I’ll leave those out for both of our sakes. Should the AI detect an issue, users can manually review any flagged footage to confirm mistreatment or a false positive. The AI will also compile regular reports to help outline deviations in behaviour over time, and inform decisions at a more strategic level.

Will this technology catch on?

During my research for this blog, I came across an article exploring the use of AI to detect distress in pigs. It’s already able to do this with 92% accuracy compared to human assessment.

While it’s true that happy animals tend to be more productive, and calmer animals are easier to handle, it’s questionable whether all producers of animal products are ready to embrace such technologies. By monitoring the emotions of livestock, you also acknowledge their existence and importance. Some industry commentators believe producers will resist this shift, fearing the imposition of new regulations that diminish the profitability of their operations.

It’s grim to think that people may ignore such promising technology because it risks humanising animals and harming profits, and I can only hope it does inspire more meaningful change across the industry.

In the meantime, the solutions explored in this blog are already driving meaningful change, and while I may not like industrial farming, if AI can help the animals live out happier, more dignified lives – I’m all for it.

Five classic ways to make your B2B content budget go further

It’s no secret that the past couple of years have been tough for enterprise technology companies. Between economic downturn, geopolitical instability, and unpredictable demand, most organisations have had to tighten their purse strings significantly.

This is putting a lot of pressure on B2B technology marketers.

In challenging circumstances like these, organisations look to their marketing function to drive demand and keep their pipeline strong. At the same time, they often pare back marketing teams and budgets, as they look to minimise every minimisable expense. According to Gartner’s 2024 CMO spend survey, average marketing budgets have fallen by 15 per cent this year alone.

We’ve supported the brilliant B2B marketers we call our clients through such moments before, and we surely will again. If you’re being asked to do more with less, and you need a little inspiration, here are five tried-and-tested methods.

#1) Make the most of the content you already have

Repurposing an asset can be much cheaper than creating one from scratch. So, dive into your library of existing content before you commission something utterly new.

Maybe you’ve an evergreen ebook that could be atomised into a fresh set of infographics. Or perhaps you’ve a white paper that previously didn’t perform too well, but suddenly has new relevance for your audience and just needs a new promotional push.

#2) Refresh your highest-performing pieces

Another quick and easy win is to refresh an asset that you’re really proud of. Take a content piece that you know your audience love, and look for opportunities to revitalise it with some up-to-the-minute context.

Think about how your thoughts and insights on the topic have evolved since the piece was originally published. If it makes any predictions about the future, ask yourself whether they’ve materialized – and if not, why not? Sometimes, all a classic content piece needs is some timely scene-setting – perhaps through a new introduction or executive summary – to become almost as powerful as the day it first launched.

#3) Narrow your focus to high-intent prospects

Typically, when economic conditions get tough, organisations are even more keen to see their marketing spend having an immediate impact on their bottom line.

One way to get more bang for your budget – at least in the eyes of your organisation – is therefore to focus on prospects with a very high likelihood of buying in the immediate future. (Though you’ll want to get back to building a diverse pipeline of prospects at a range of intent levels just as soon as you can.)

From a content creation perspective, that means asking some new questions. What problems are you solving for your newest customers? Which sub-personas are buying from you most frequently? What are customers asking you for right now?

By honing in on the needs of those most likely to buy, you’ll make sure the value your content delivers is both more immediate and harder to miss.

#4) Talk to your fellow marketers to avoid duplicating effort

Across very large enterprises, you’ll typically find multiple teams of marketers working on their own content pieces. Working autonomously helps those teams to avoid content creation bottlenecks, but it can also lead to duplicated effort.

When the sun is shining and budgets are ample, this isn’t a huge issue. If you end up with two content pieces that explore a similar topic, that’s probably not the end of the world – they might even be useful assets for different stages of a multi-touch nurture campaign.

But when your budgets are constrained, being on the same page as your colleagues in other parts of the business will help you all to make the most of your resources. Share your content plans early, and minimise the chance that you’ll duplicate each other’s work.

#5) Don’t risk the quality of your content

When you need every pound, dollar, or euro of your spend to deliver measurable returns for your business, cutting corners is extremely risky.

With all eyes on your output, it’s important to get things right first time — or at least, as close to first time as possible. The last thing you want is to have your content go through double-digit rounds of edits, only to end up with a piece that doesn’t land with your audience.

That’s why, when you’ve to spend less on your content, the smart play is usually to sacrifice quantity, not quality.

If you’d like to chat about how you could make your content budget go further, get in touch with us today.