It’s AutoRabbit! PETA Introduces ‘VR Engagement Officer’ to Add AI Power to Animal Rights Advocacy

For Immediate Release:
May 15, 2025

Contact:
Alex Payne 202-483-7382

Washington –

Tapping into AI to advance animal liberation faster and smarter than ever before, this week PETA launched “AutoRabbit” (A.R.)—PETA’s first-ever Virtual Engagement Officer—to deepen connections with supporters through personalized email and text messaging. AutoRabbit’s customized communications will keep PETA supporters plugged into PETA’s latest big wins, answer their questions about what’s cruel and what’s not, and share simple tips, including vegan recipes, to inspire positive action for animals.

Created in partnership with Givzey, A.R. is part of PETA’s “Innovate to Liberate” initiative, which uses AI-powered innovations—including PETA’s anti-leather robotic calf Charli XC Cow and the immersive pro-vegan virtual reality experience “When They Came for Us”—to engage with people and expose cruelty to animals.

“Just as octopuses have evolved problem-solving skills to help them figure out how to thrive, it’s PETA’s job to keep developing new ways to advance ideas for the protection of other species,” says PETA Senior Vice President of Development Steve Kehrli. “PETA’s Innovate to Liberate initiative focuses on new technologies, like the Virtual Engagement Officer, that keep the animal liberation movement as current and effective as possible.”

PETA—whose motto reads, “Animals are not ours to experiment on, eat, wear, use for entertainment, or abuse in any other way”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow PETA on X, Facebook, or Instagram.