Petnow claims to be able to identify dogs and cats from their snouts


Customary pet ID instruments, like tags and chips, are imperfect. Tags turn into simply indifferent, and never each proprietor is comfy with the concept of microchipping their pet. Even those that are comfy usually run into issues with microchips, like chip harm and outdated ID databases.

The problem impressed Jesse Joonho Lim and Ken Daehyun Pak to launch an app, Petnow, that they declare can establish cats and canine by scanning their faces. Petnow, which has raised $5.25 million in funding so removed from Daedeok Enterprise Companions and DigiCap at a $24 million valuation, is a participant within the Startup Battlefield 200 at TC Disrupt 2023.

Earlier than founding Petnow in 2018, Lim co-lead a semiconductor startup referred to as Chips&Media, which later pursued an IPO. Pak — who, like Lim, has a doctorate in electrical engineering — had been working as an AI video processing researcher for over a decade earlier than becoming a member of Petnow.

At a excessive degree, Petnow works by working a camera-based scan of a pet’s face from a cellular app for Android and iOS. Leveraging AI skilled on a set of round 200,000 photographs of canine and cat snouts, collected each by the Petnow group and sourced from customers’ pets, Petnow creates a biometric profile of a pet that’s distinctive to them.

Lest you be involved the app by chance captures, say, a member of the family standing behind a pet, Petnow claims to make use of an algorithm to routinely detect and hone in on canine or cats whereas cropping out the remainder.

For canine, Petnow data a “nostril print.” Sure — a nostril print. The startup claims {that a} canine’s nostril is as distinctive as a human fingerprint and doesn’t change over time, making it a dependable strategy to distinguish between puppers. For cats, Petnow appears at a cat’s “facial contour,” which Petnow says stays distinctive on account of cats’ particular person “grooming habits.” (To this reporter, that sounds just a little extra doubtful than a canine’s nostril print — however I digress.)

Lim and Pak envision folks utilizing Petnow to register their pets with out visiting a vet, discover lacking pets and create “pet IDs” for checking insurance coverage standing.

“The pet identification market will not be mature in the meanwhile, however it can ultimately turn into large,” Lim and Pak instructed TechCrunch in an e mail interview. “Pet identification expertise is a elementary product that may be constantly utilized by folks, not like services or products that go viral just for quick intervals of time. The market has nice potential, as a result of pets ought to have IDs like folks, and their knowledge may be backed as much as kind an final pet platform.”


Picture Credit: Petnow

However the query is, does the tech work as marketed?

Petnow claims its algorithms are “99% correct” at figuring out particular person cats and canine. It’s nicely understood, nevertheless, that even the most effective image-analyzing AI is liable to bias — intentional or no.

For instance, at the very least six folks, all Black, have been mistakenly arrested by police utilizing facial recognition expertise. Facial recognition algorithms are sometimes skilled on datasets that lack a important mass of Black faces — introducing biases. Or, they’re skilled on mugshot databases that comprise an overwhelming variety of Black faces, many shot in poor and grainy lighting situations that intervene with the algorithm’s skill to differentiate one face from one other.

Setting apart the challenges distinctive to facial recognition for a second, within the animal realm, even consultants wrestle to inform the distinction between breeds — not to mention animals of the identical breed. A latest study involving 5,000 canine consultants nationwide discovered that solely a small minority might select even one of many breeds recognized within the canine by their DNA.

Petnow claims that its coaching database is regularly rising and that it makes use of AI to make sure pet images are taken with the absolute best brightness and sharpness. (In the identical breath — maybe anticipating questions on knowledge privateness — Petnow says that it doesn’t present a person’s or pet’s data to 3rd events with out the person’s consent and presents an choice to delete saved knowledge at any time.) And Petnow factors to a study co-authored by its knowledge scientists within the journal IEEE Entry, which reveals that its canine nose-print figuring out tech was over 99% correct at distinguishing between noses.

The examine dates again to 2021, although, when the coaching dataset was presumably smaller. And whereas Petnow claims it’s engaged on a companion paper for its cat face-recognizing algorithm, it’s but to make that analysis public.

The stakes are excessive. One can think about an algorithmic mistake stymieing a household’s seek for a lacking pet, or inflicting a vet to drag up the improper animal’s vaccination data.

These aren’t imminent threats, to be honest, given Petnow’s comparatively sluggish uptake amongst pet care suppliers and shelters. Whereas Petnow has round 70,000 customers at current, it’s solely signed 5 undisclosed enterprise and public sector prospects in France, Toronto and South Korea (the place the corporate is predicated).

Petnow is pre-revenue, with a $150,000-per-month burn charge. Nevertheless it anticipates a contract with Korean home and worldwide pet insurers by October and pilots in France and a metropolitan authorities in Canada for his or her pet registries.

“Due to the pandemic, the pet inhabitants has grown extra quickly and folks spend extra time with their pets … There’s nonetheless large room to develop,” Lim and Pak mentioned. “Authorities pet registry and affiliation applications with pet insurance coverage suppliers are at the moment on the best way from South Korea, and we’ll have our product enterprise-ready for the North America and Europe areas quickly.”

I solely hope that Petnow — and its rivals — ship on their guarantees of correct pet identification. To fall quick could be irresponsible; deceptive pet homeowners seems like an exceptionally merciless type of misleading promoting.


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