Product Choices Using Search Engines and AI – How Reliable Are They?
“Googling” and using artificial intelligence have become a natural part of our daily lives. Almost nothing is left unchecked using a search engine, and AI is increasingly involved in shopping and product decisions. For pet owners, the need to find reliable information beyond marketing claims is especially high, as legally, animals are considered objects, and pet care products are not subject to the same regulatory requirements as human cosmetics.
From a regulatory perspective, pet care products are comparable to car products or boat hull cleaners. The same raw materials – including substances that may be harmful or toxic to animals – can be used legally. The only obligation is to warn consumers with chemical hazard symbols if the authorities deem it necessary based on the product’s content.
The Limitations of Search Engines and AI in Product Recommendations
When searching for information, the goal is often to save time and get as comprehensive and reliable a comparison as possible. It is often assumed that products appearing in search results are suitable for the intended use. However, it is rarely considered to ask:
- Is the product safe for my dog?
• Is the product appropriate from a physiological perspective for the animal?
• Are the ingredients truly suitable and functional for the product’s intended purpose?
Search engines and AI algorithms favor information that is easily accessible. In practice, this mainly means marketing from large companies. As a result, the products that appear do not reflect their actual safety or suitability but rather their visibility and popularity.
Examples of Product Recommendations and Their Limitations
We tested AI by asking for a good paw balm for dogs in winter:
- The first answer recommended only products from large companies.
- We asked about product safety, as the recommended products did not provide full ingredient lists, making safety assessment impossible. For example, a cheap 50 ml product priced under €3 claimed to contain beeswax. AI acknowledged that the beeswax content must be very low given the price but still recommended products from large brands without analyzing ingredients.
- We continued questioning safety and suitability for use as paw balm: most recommended products contained occlusive ingredients, which block the skin and interfere with the paw’s physiological function. AI based its safety assessment on the manufacturer’s statement—“safe if ingested”—and admitted at this stage that the ingredients were generally not suitable for their intended use.
- Finally, we returned to the original question, asking whether product recommendations primarily rely on marketing claims without evaluating suitability or safety. AI confirmed this. Ultimately, AI recommended smaller natural product companies whose products took the previously highlighted concerns into account.
The same logic applies to any pet product—whether it’s paw balm, hoof oil, or cat shampoo.
How to Make Effective Searches and Request Product Recommendations
The way you phrase your question is crucial if you want truly suitable product recommendations. Keep the following in mind:
- Do not assume that search engines or AI compare products based on scientific evidence. Results are mainly based on companies’ marketing claims.
• Be prepared to ask separately about product safety and the suitability of ingredients.
• Read ingredient lists and understand how they affect the animal’s physiology.
• Check if there are real people behind the company and their relevant expertise.
• Review multiple search results—don’t stop at the first three hits.
Search engines favor simple, structured content, but complex questions—such as skin issues—cannot be answered with a few bullet points or repeated “keyword headlines” in oversized letters.
SOLHEDS Derma and Science-Based Development
In developing SOLHEDS Derma products, animal welfare is always at the center. Natural products for animals are designed for skin and coat care, with ecological principles and science as their foundation.
While we aim to make the information easy to read and clearly structured, the content always remains scientifically justified and practically relevant. Readers should never have to settle for just a bold product claim—you and your pet deserve better service and more accurate information.
Author: Biochemist Saija Pihkanen
Graduated with a Master of Science from the University of Helsinki
Work experience: Researcher at the Veterinary School, Acting Senior Lecturer in Biochemistry.
Over 20 years of international leadership positions in the pharmaceutical and biotech industries. Professional in drug development.
Developer of the SOLHEDS product line.
Clinical study of summer eczema in horses, Veterinary Days 2015, Helsinki.
Guidelines for caretakers of horses with mud fever based
Video instructions
The SOLHEDS product line was originally developed for the treatment of the author’s own horse’s summer eczema and dog’s hotspots, as well as the author’s own skin problems.
Studied summer eczema in horses for over 20 years and treated over 200 horses with summer eczema and numerous mud fever horses.
Suomenratsut ry awarded Saija the Horse Welfare Award in 2018.
