The solution combines machine learning and generative AI technologies with CO₂ data, product similarity models, and customer purchase history to recommend climate-friendly alternatives in real time.

We worked closely with the front-end team and business stakeholders to ensure the model was designed around the customer journeys that truly matter – enabling not just smarter recommendations but also helping to shift customer behaviour toward more sustainable choices.

The assistant is now live on ICA’s website – making sustainability an integrated, everyday part of grocery shopping.