In this interview with Go Dogo founder Hanne Jarmer, we delve into the technology behind the system, exploring AI’s potential to enhance the mental wellbeing of pets and how it's helping to reshape the pet care industry, one playful game at a time. 

Supertrends: Can you tell us about the inspiration behind founding Go Dogo?  

Hanne Jarmer: The inspiration came from my own dogs and the realization that physical exercise alone isn’t enough. Dogs are highly intelligent animals who need mental stimulation to thrive—something many owners underestimate. As a tech enthusiast and dog owner, I saw an opportunity to combine technology and behavioral science to address this gap. That was the original seed for Go Dogo—a system that gives dogs the owner-independent mental challenges they need, while also fitting seamlessly into our modern lifestyle. 

Supertrends: How does Go Dogo use technology to enhance the experience of pet ownership and improve the daily lives of pets?  

Hanne Jarmer: Go Dogo uses computer vision and rule-based logic to create interactive mental stimulation games for dogs. The system monitors the dog’s behavior, adapts difficulty levels, and provides feedback to both dog and owner—all without requiring the owner’s constant presence. This not only enriches the dog’s life but also supports the owner in providing better care with less stress and guilt. 

Supertrends: Can you describe a specific success story where Go Dogo made a significant impact on a pet owner and their pet?  

Hanne Jarmer: One story that stands out is from a family with a very energetic dog who had trouble settling down when left alone. After a few weeks with Go Dogo, the dog began anticipating his "brain game" sessions and showed reduced anxiety and restlessness. The owner reported improved behavior and a more relaxed atmosphere at home. Stories like that remind us why we’re doing this. Another heartwarming story is Boomer’s story. He was super scared of noises—especially fireworks—but after completing the Go Dogo Fireworks Protocol, he was much better. 

Supertrends: How can Go Dogo assist with common pet-related challenges, such as behavioral issues or health monitoring?  

Hanne Jarmer: Mental under-stimulation is often an overlooked cause of behavioral problems. Go Dogo addresses this directly by keeping dogs mentally engaged. Over time, this usually reduces destructive behavior, excessive barking, and separation anxiety. While we don’t currently monitor physical health directly, the behavioral data we collect can indicate early signs of stress or cognitive decline—insights we aim to build on in the future. In addition, Go Dogo’s sound protocol helps dogs overcome sound anxiety by allowing them to ‘game’ their way toward increased tolerance through positive association. 

Supertrends: What emerging technologies or trends do you foresee influencing the future development of Go Dogo?  

Hanne Jarmer: We already use edge computing in Go Dogo to ensure real-time responsiveness and greater privacy by processing data locally on the device. Going forward, I see ambient intelligence playing a major role. As homes become smarter, technology will increasingly operate in the background and adapt proactively to the pet’s emotional and cognitive state. I also see great potential in multi-modal AI, combining data from vision, sound, and behavior to build a deeper understanding of the dog’s needs. 

Supertrends: Are there any new features or expansions you’re planning for the future of Go Dogo?  

Hanne Jarmer: Yes, we’re continuously developing new types of games to expand the cognitive challenge repertoire. One exciting feature in the pipeline is a counting game, where dogs are asked to choose the side of the screen with more visual elements—like dots—helping to engage their sense of quantity and decision-making. Another will be the balancing game, where a virtual ball appears on the screen on top of a box, and the dog must move its body to roll the ball to make it fall off the edge. Then there's our dancing game, which encourages the dog to move back and forth and from side to side in a fun pattern—a playful way to combine physical activity with mental engagement. All of these games are designed to be intuitive, rewarding, and fun challenges for any food-driven canine. 

Supertrends: How important is community feedback in your product development process?  

Hanne Jarmer: It is essential. We rely heavily on user feedback from both humans and dogs to iterate, improve, and, of course, to sell. Our users often surprise us with how they use the product in creative ways, and that feeds directly into our development pipeline. We’ve built a tight feedback loop between our users, engineers, and behavioral experts. 

Supertrends: In what ways do you see Go Dogo playing a role in the broader pet industry in years to come?  

Hanne Jarmer: I believe Go Dogo can help shift the industry mindset from focusing solely on physical care to embracing a more holistic approach that includes cognitive and emotional well-being. Just like we've seen a growing awareness of mental wellness in human technology, I think the pet industry is heading in the same direction—and we hope to play an active role in driving that change. 

Supertrends: What advice would you give to other entrepreneurs looking to innovate within the pet care space?  

Hanne Jarmer: Start by really understanding the needs of both the animals and their humans. It’s easy to be drawn to a flashy tech solution, but the true value lies in solving real-life problems. Also, test early and often—with actual pets. They’re honest users, and if your product doesn’t work for them, it doesn’t work. 

Supertrends: What emerging technologies do you find most exciting for the future of pet care?  

Hanne Jarmer: One of the most promising areas is AI-driven emotion recognition in animals. Recent research has demonstrated the potential of deep learning models to classify canine emotional states, such as anticipation and frustration, based on facial expressions. This advancement opens up possibilities for more responsive and empathetic pet care technologies. Additionally, wearable sensors are revolutionizing how we monitor animal health and well-being. Devices like smart collars equipped with sensors can track vital signs, activity levels, and even detect changes in eating habits. These technologies enable continuous, non-invasive monitoring, allowing for early detection of potential health problems and contributing to a more proactive approach to pet care. 

Supertrends: What role does AI play in the development of Go Dogo’s features?  

Hanne Jarmer: AI is at the heart of Go Dogo. We use computer vision to detect the dog’s movements and adapt gameplay accordingly. Machine learning will help personalize the experience over time, adjusting difficulty based on performance. In the future, we plan to leverage AI even further to infer emotional states and optimize cognitive engagement on a more individualized level. 

Supertrends: What were some of the biggest challenges you faced when launching Go Dogo?  

Hanne Jarmer: Combining hardware and software into a seamless consumer product is extremely complex—especially when your end user is a dog who can’t give direct feedback. Another major challenge was raising awareness about the importance of mental stimulation for dogs. It’s still much less intuitive to most people than physical exercise, and the latter remains an ongoing educational effort. 

Supertrends: What lessons did you learn from early setbacks or failures?  

Hanne Jarmer: One key lesson is that user behavior rarely (read: never) aligns with your assumptions. We learned to observe first, design second. We also learned that trying to do too much at once—like building out advanced AI features before nailing the basics—can actually slow you down. Sometimes simpler is better, especially in early stages. 

Supertrends: How do you envision pet care technology evolving in the next 5–10 years?  

Hanne Jarmer: I believe we’ll see much more integration between devices, services, and data—forming a connected ecosystem that supports every aspect of a pet’s life, from health and nutrition to behavior and emotional well-being. Technology will play a key role in detecting early signs when something is off, enabling more proactive care. I also think mental health for pets will be taken more seriously, with dedicated tools and services developed specifically to support their cognitive and emotional needs. 

Supertrends: How might increasing connectivity and IoT impact pet technology? 

Hanne Jarmer:  IoT will allow us to create more personalized, context-aware experiences for pets. For instance, your home could automatically adjust lighting, sounds, or activate enrichment devices based on your pet’s behavior. It also enables better data sharing between devices and potentially with veterinarians or trainers—leading to smarter, more coordinated care.