[1][3][4][5] Embark's stated goals are to help pet owners better understand their dog's health and risk for heritable diseases, and to advance canine DNA research in general.

[6] Wells directed the Genographic Project at the National Geographic Society, and Salzberg is a founder of meal delivery company Blue Apron.

[12] Some veterinarians have expressed skepticism about the lack of standards in DNA testing for dogs and the difficulty in properly analyzing and understanding the data, while acknowledging the potential of genetics to treat diseases.

[13][14][15] In 2018, NPR reported on shortcomings for DNA tests for dogs, including an incorrect analysis of the genetic data that can lead to unnecessary medical treatment and questionable clinical decisions.

[17] In July 2017, Embark worked with Cornell University to test more than 6,000 dogs of various breeds in order to identify the genetic mutation that causes blue eyes, which was the first research of its kind to be conducted on non-humans.