4 Groundbreaking Ways PETA Is Using Tech to Liberate Animals

PETA isn’t just keeping up with the times—we’re setting the pace. From advanced AI-powered advocacy to immersive virtual-reality (VR) experiences that flip the script on speciesism, PETA is harnessing the power of tech to expose cruelty and inspire compassion like never before. 

This isn’t your old-school animal-rights advocacy—it’s bold, it’s cutting-edge, and it’s a force to be reckoned with. Take a look at how PETA is using new tech to revolutionize animal liberation.

AutoRabbit

When tech taps into compassion, you get “AutoRabbit” (A.R.)—our first-ever Virtual Engagement Officer, powered by AI. Designed to foster stronger connections with supporters, AutoRabbit delivers personalized emails and texts to keep animal defenders informed, engaged, and empowered. With this helpful resource, users can stay plugged into PETA’s latest big wins for animals, find out what’s cruel and what’s not, learn simple tips for compassionate living, and get inspired to take positive actions for animals. 

Charli XC Cow

Put the camera flash on! PETA’s sassy AI-powered robot calf, Charli XC Cow, is everywhere—from shopping malls to storefronts—to encourage everyone to have a heart 365 days a year by choosing vegan leather and letting animals keep their skins. Leather-clad shoppers beware—this bold bovine bot isn’t afraid to call you out. She steals the stoplight at demos, asking passersby, “Are you wearing my mother?” or exclaiming, “Yuck! Leather is someone’s skin!”

Try to hide that leather bag, and you might hear her shout, “Stop, thief! That leather purse was my sister!” Between the witty remarks, Charli XC Cow delivers hard-hitting facts about the cruelty of the leather industry and its environmental toll—making it impossible to ignore the case for wearing vegan. 

When passersby share that they’re donning vegan leather or no animals at all, the charismatic calf can’t contain her excitement; she busts out a joyful dance or forms a sweet air heart with her hooves. This lovable robot calf thrives on kindness, especially from kids who give her gentle pats, prompting her to beam and say, “Kindness seems more your style.” With endless charm and lots of heart, Charli XC Cow is redefining animal advocacy—one hoof-heart at a time.

Abduction

Abduction turns reality on its head, dropping humans directly into the place of experimentation victims—abducted, caged, prodded, and tested on by an alien species. In this chilling, immersive VR experience, users are abducted by an alien species and taken aboard a spaceship, where they are restrained and forced to watch shadowy figures shove tubes down their friends’ throats, force them to inhale substances, and mutilate them—the same horrors that animals suffer in labs every day.

With heart-pounding realism, Abduction forces viewers to confront the cruelty of animal testing—giving humans a first-person perspective on the fear, pain, and defenselessness our fellow animals feel when humans snatch them from their homes or breed them in labs to use them in experiments.

When They Came for Us

It isn’t just a game—it’s a reckoning. This harrowing VR roleplay throws players into a high-stakes standoff with an alien life form that sees humans the same way some humans see our fellow animals: as objects to be used. In this gripping scenario, players have just seven minutes to plead their case—to explain why they deserve to live free from exploitation. It uses groundbreaking OpenAI technology to enable users to have spoken conversations with the aliens, who will respond differently depending on what the player says, ensuring that each experience is unique and creating an infinite number of possible outcomes.

It’s not just virtual reality—it’s emotional reality. Every moment is designed to provoke empathy, posing the powerful question: How would you feel if it were done to you?

Join PETA’s Action Team!

Our advocacy methods get more advanced, but PETA’s message remains the same: Every animal is someone. If these innovative animal-liberation efforts have inspired you, there’s never been a better time to get involved. Join PETA’s action team to be a powerful force for change. Together, we can create a future where all of our fellow animals are respected, protected, and free of exploitation.