At PETA, we’re not just responding to change, we’re leading it! Innovate to Liberate is our bold initiative to harness the power of technology to advance animal liberation faster, smarter, and more compassionately than ever before. From AI and robotics to immersive storytelling and digital activism, this initiative transforms how we engage supporters, expose cruelty, and inspire action for animals. Here’s how we’re doing it:
AutoRabbit – Our Virtual Engagement Officer
AutoRabbit (A.R.) is PETA’s new AI-powered Virtual Engagement Officer. A.R. connects with supporters directly through email and text, offering personalized updates, ways to get involved, and answers to donor questions—all securely managed. AutoRabbit is part of a pilot with Givzey to reimagine donor engagement with compassion and innovation at its core.
“When They Came for Us” – AI-Powered VR Experience
This immersive virtual reality experience drops users into the role of a human captured by a superior alien species. Created with the digital agency Demodern and powered by AI dialogue (ChatGPT-4o), it forces participants to plead for their basic rights, mirroring the plight animals face in captivity. It’s not just provocative storytelling; it’s empathy in action.
Charli XC Cow – The Robo-Calf on a Mission
Charli XC Cow is our robotic calf who’s been spotted roaming cities, asking passersby, “Are you wearing my mom?” Her mission? To spotlight the cruelty of the leather industry and inspire ethical fashion choices. She speaks, moves, and, most importantly, makes people think.
Mechanical Elephants – Replacing Captive Elephants in India’s Temples
In a groundbreaking collaboration in India, Indian temples are replacing live, abused elephants with stunning, life-sized mechanical versions. These animatronic elephants spare real ones a life of chains and suffering while preserving cultural tradition with compassion. It’s one of the most beautiful expressions of tech meeting kindness.
AI-Powered Non-Animal Research
PETA’s Science Consortium International e.V. continues to fund and promote AI-based research tools that replace animal testing. From in silico modeling to machine learning toxicity prediction, these alternatives are not only more ethical—they’re often more reliable and scalable than outdated animal experiments.
Artivism and Digital Expression through PETA2
Our youth division, PETA2, is redefining activism through creativity. Whether it’s digital design, fashion, or performance art, young advocates are turning compassion into culture using tools like AR filters, mobile storytelling, and virtual protest art.
Why Innovate to Liberate?
Because animals can’t wait for change to happen. Every hour saved, every new supporter reached, and every cruelty exposed faster makes a real difference in their lives. Through bold, thoughtful use of emerging technologies, PETA ensures that compassion keeps pace with innovation.
