We get it.
AI can feel a bit like a mysterious cat you don’t fully trust yet - impressive, a little unfamiliar, and definitely capable of knocking things off the table if left unsupervised.
At Marro, AI is supplementary, never substitutive.
We are not:
Replacing humans
Replacing live shoots
Outsourcing creativity to a robot overlord
What we are doing is using AI as an additive creative tool that helps a small, passionate team build something bigger, bolder, and more fantastical than we could alone.
Why we use AI (and why it makes sense for Marro)
The Marroverse is… well… not exactly ‘real.’
We’re building a universe where fresh food reigns, cats run the place, and everything they dream of exists in abundance; hydration, protein, golden gravy, nutrition, joy. That world doesn’t fully exist in reality (yet), so bringing it to life requires imagination and outside the box (pardon the pun) creativity.
To do this responsibly, we take a hybrid approach:
Human-led creativity
AI-supported world-building
Real people making real decisions, guided by real taste
AI allows us to:
Visualise environments and concepts that would be impossible (or wildly cost-prohibitive) for a small brand
Explore ideas quickly and creatively
Push boundaries without compromising our values
It helps us dream bigger, not cut corners.
Real people behind every visual
Prioritising real humans (and real cats)matters deeply to us. Behind everything you see from Marro is a real team with creative roles, including:
In-house artists
Social media managers
Community coordinators
Designers and creative collaborators
Our Senior Creative Designer works hands-on with high-quality AI tools, combining them with expert human judgment to bring the Marroverse to life. Nothing is shared without intention, refinement, and human oversight. We’ve got a strict checklist for quality and ethical controls that anything we create with AI needs to hit.
In other words: AI doesn’t decide what Marro looks like. People do.
Ads, photography, and live shoots
We love them. It's fun shooting with cats, truly, even when they do have a tendency to refuse doing exactly what you want them to do until the moment you start trying to capture them doing something else.
AI does not replace:
Live shoots (completed two recently, if you haven’t seen the new shots yet, you’re in for a treat!)
Real photography
Real humans on set
Collaboration with artists and creatives
Instead, AI is used to enhance and complement our content where appropriate, adding atmosphere, imagination, and storytelling to support the world we’re building.
When it comes to photoshoots, our priority is always the cats themselves. Their comfort, safety, and wellbeing come first. We never force cats to do anything they don’t want to do, and we work around their moods, boundaries, and needs, even when that means a perfect shot isn’t possible on the day.
Because cats are cats (and very much in charge), AI can sometimes help us create visuals that would be difficult or unrealistic to capture through live shoots alone, without compromising on care or pushing animals beyond what’s comfortable for them.
It’s not AI instead of people or cats. It’s AI alongside people, and always in the best interests of the cats.
Ethics, guidelines, and guardrails
We don’t wing it.
Marro follows an extensive brand guideline and ethical checklist when using AI. This includes:
Careful review of all outputs
Respect for creative communities
Clear boundaries around what AI can and can’t be used for
No use of AI for UGC ads (we will never ‘make up’ a human talking about how great Marro is)
A commitment to transparency and responsibility
We’re constantly reviewing, refining, and improving how we use these tools.
Final word
If AI ever feels cold, impersonal, or off-brand, that’s not Marro.
We’re here for:
Creativity with heart
Technology with intention
A future that feels imaginative, ethical, and human-first
If you’re ever curious, concerned, or just want to understand more about how we build the Marroverse, we’re always listening. Community trust matters to us, almost as much as making the best possible food for cats.
Now, back to building the Marroverse - one where fresh food flows freely and cats run the show.