SAN FRANCISCO (AP) — Technology isn’t just for humans anymore. It’s also for their furry friends.

In Silicon Valley and beyond, a growing number of startups are selling devices to keep pets safe, healthy, entertained and connected when their owners are away.

“Pet tech” entrepreneurs and investors see a big opportunity as pet ownership grows globally and owners show a willingness to spend serious money on their four-legged companions.

Nearly two-thirds of U.S. households, or 80 million homes, have pets, and Americans spent more than $60 billion on them last year, according to the American Pet Products Association.

But as more pet-tech gadgets come to market, experts caution owners against relying on them too much, saying technology is no substitute for actually spending time with your dogs and cats.