How user feedback shaped AI-powered puppy training

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"Some people felt like their questions were ‘too silly’ to ask a real person," says Jack Mitchell, Head of Product and Operations at Zigzag, the No. 1 puppy training app. "Even though they were paying for a subscription, they didn’t want to bother a trainer with minor concerns."

That hesitation led Ziggy, an AI-powered chat function that provides instant, science-backed answers to pet parents. In this Insights Unlocked episode, Jack talks with UserTesting’s Michael Domanic about how Zigzag is using AI to increase engagement, retention, and accessibility in puppy training.

Jack explains that scalability was a major challenge for the certified B-Corp startup. Originally, Zigzag provided WhatsApp chat support with real dog trainers, but as the company grew, this wasn’t sustainable. They needed a way to offer science-backed, consistent training advice while still maintaining the personal touch that users valued.

Additionally, user behavior played a key role in the decision to develop an AI-powered chat. Zigzag found many customers hesitated to ask simple questions because they didn’t want to bother a human trainer—even though they were paying for the service. AI eliminated this friction by making users feel more comfortable asking quick, everyday training questions.

Unlike generic generative AI tools, Jack said Ziggy’s prompts and responses are validated by professional trainers to ensure accuracy. He said customers have embraced Ziggy.

To measure its effectiveness, Zigzag ran A/B testing, comparing user behavior with and without the AI chat feature. The results? Increased user retention and more frequent interactions with the app. And while usage has skyrocketed, they have had a nearly 30% reduction in requests for support from human trainers.

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"AI isn’t replacing human trainers—it’s making training more accessible," Jack said. "People are much more likely to ask small, everyday questions when they know they’re chatting with AI."

?“We’re learning from every interaction. The goal is to keep making the AI better, smarter, and more useful for puppy parents everywhere” – Jack Mitchell

Zigzag is continuously refining Ziggy’s AI model based on user feedback, with a 96% positive rating of the feature. "Trust is key," Jack said. "Users need to know they’re getting the right advice—every time."

Looking ahead, Jack said they aim to expand Ziggy’s capabilities and explore how AI can further improve the pet training experience.

"The goal is to keep making the AI better, smarter, and more useful for puppy parents everywhere," he said.

Would you feel more comfortable asking an AI trainer quick questions about your pet? Or do you still prefer human guidance? Drop a comment and share how your company approaches LinkedIn marketing.

Listen to the full episode to hear more of their conversation.