Artificial Intelligence and Equine Supplements
When BioStar began back in 2007, e-commerce was decidedly simpler than it is today.
To keep up with the changes in the world of tech, last fall (2025), BioStar partnered with a company in California that specializes in guiding e-commerce companies through the maze of search engine optimization (SEO), algorithms, and artificial intelligence (AI).
In January 2026, BioStar was notified by our e-commerce platform, Shopify, that all consumers who shop on Shopify platforms will now be able to purchase products through AI channels like ChatGPT, Google AI (Gemini), and Microsoft Copilot through Shopify’s Agentic Storefronts.
What does this mean?
For online shoppers, this essentially means one-click buying, which also means convenience.
For example: if you regularly purchase a supplement or a product, you can tell ChatGPT what you’re needing to order. If that company uses a Shopify platform, you just click for purchase right in the ChatGPT app.
AI may not be the best source for deciding what supplement to use
ChatGPT and other AI systems get information that is publicly available on the internet from search engines (e.g. Microsoft Bing and Google) via a scraping service. Information also comes from third-party sources, users, human trainers, and researchers.
If you are looking for a commodity item (e.g. flax seed or MSM), a product you buy regularly, or something you’ve purchased in the past, the new one-click shopping feature via AI might use the scraped information to save you considerable time.
However, if your horse has a health challenge or you are confused about ingredients/formulas, relying on AI is probably not the best choice.
One-click buying through AI applications leaves out an important feature and necessity in horse supplement shopping: a knowledgeable company representative. In other words, this new shopping process is missing someone who…
Can ask questions to get to know your horse and his/her health issue in more depth.
Can guide you to the products that are best suited for your horse.
SEO manipulation
For example: when you search for a supplement by typing “best probiotic supplements for horses” in the Google search bar, the highest ranking sites (the websites that show up first in the results) are NOT there because they are “the best.” They are there because of intense, targeted SEO strategies.
Companies with strong tech teams and tech partners can boost a company’s product to the top-five rankings on Google without having to pay for ads.
Interestingly, chatbots, like ChatGPT, rely on brand authority – not SEO. But, ironically, achieving strong search engine rankings that signals authority to AI is due in part to SEO.
Finding the right supplement for your horse
Since its inception, BioStar has always focused on:
We treat each horse as an individual.
A concierge approach to supplements for horses means that our customer care representatives know that there is more to buying a product for your horse than simply clicking a button. You receive personalized recommendations from a real human that are tailored to your horse’s or dog’s needs, health challenges, and wellbeing. This approach ensures that your horse will get the optimum product for his/her health.
One-on-one consultations have always been free of charge.
It’s a brave new world
AI is here.
It isn’t going away.
It will get stronger and more pervasive in our online lives.
In all honesty, I fell in love with robots when watching Star Wars. If ChatGPT came in the form of a dog robot, I’d probably want one.
However, AI and robots cannot replace our human and animal life force. Horse people and dog people know better than many the special soul connection between animals and humans.
BioStar’s customer service manager, Becca Pizmoht, presenting the 2024 BioStar Happy Horse Award
Real humans for real horses
That’s why supplement companies, like BioStar, invest in customer care employees who can speak horse and dog, have years of experience as riders/competitors, or have worked as vet techs.
These invaluable BioStar crew members…
Know how stressful it can be to face chronic health issues in our animals.
Know that finding the right supplement can entail hours of learning the horse’s history, current medications, lifestyle, feed, and forage.
Understand that BioStar may not make the supplement their horse or dog needs, but can recommend products from other companies, and provide information for feed change options.
Are there for you via phone, text, and email when you have questions, follow up, need to change something, or the supplement plan needs to be tweaked.
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- Tigger Montague
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- Becca Pizmoht
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- Lisa Frye
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- Lizzy Meyer
Faces of BioStar’s customer care crew (L to R): Tigger Montague, Founder & Formulator (photo courtesy of Mane Source Media for Phelps Media Group); Becca Pizmoht, Customer Service Manager (photo courtesy of Hannah Jones); Lisa Frye, Customer Service Manager; Lizzy Meyer, Canine Product Specialist
AI is a powerful tool. But, human-to-human connection, animal-to-human connection, and our collective life force is something AI can never do.
At BioStar, your horses and dogs come first. That’s why we offer nutritional consultations at no additional charge. Click the button below to schedule a consultation; let us get to know you and your horse or dog!
Tigger will be in Wellington, Florida for the 2026 Winter Equestrian Festival and Adequan Global Dressage Festival competition season. For questions or to set up an in-person consultation with Tigger, please call our office at 1.800.686.9544.
The educational information BioStar provides is not a substitute or replacement for professional medical advice, diagnosis, or treatment. Always consult your veterinarian before starting any new treatment approaches to determine if it is right for your animal.
About the Author: With over 30 years experience in the equine and human supplement industry, Tigger Montague knows nutrition from the synthetic side as well as the whole food side. She started BioStar US in 2006 with formulas she created in her kitchen. Before she started the company, she was an avid rider and competitor with eventing and show jumping, until she got hooked on dressage in the late 1980’s. She has competed on horses she’s owned and trained all the way from training level to Grand Prix.
