Around a quarter of global climate impact arises from food production. But knowing how to choose climate-smart products can be difficult. To make it easier for more customers to choose products with lower climate footprints, the AI service Klimatknuffen (Eng: Climate Nudge) was launched in 2024. In Klimatknuffen, customers confirm if they want to receive personalised tips about which goods they can switch to in their online shopping basket to reduce their carbon footprint. The AI model tailors suggestions based on the customer’s previous purchasing behaviour and habits. The service is a pilot project being tested in ICA’s e-commerce operations.