Nudge4Good: AI-Powered Nudges for Healthy Eating and Sustainable Behavioral Change

Nudge4Good is a Business Finland-funded Co-Creation project led by the University of Oulu in collaboration with VTT, the Natural Resources Institute Finland (LUKE), and K-Group. The project explores how personalized artificial intelligence and digital nudging can support healthier and more sustainable food choices in everyday life.

Food decisions reflect individual preferences, habits, affordability, and convenience. Nudge4Good investigates how recommender systems and conversational AI can account for these factors while supporting long-term well-being and sustainability. Particular attention is given to transparent and responsible approaches that preserve freedom of choice and help people make informed decisions.

The Co-Creation phase brings together research and industry perspectives to identify shared research questions, practical use cases, and opportunities for collaboration. Its main objectives are to:

• Define opportunities for personalized recommendations and digital nudges that support healthier and more sustainable eating.
• Identify research needs related to user engagement, trust, behaviour change, and the evaluation of long-term effects.
• Explore the practical requirements and business potential of responsible AI services in food retail and digital health.
• Develop a shared research and collaboration plan for a subsequent Business Finland Co-Innovation proposal.

By connecting expertise in AI, food systems, consumer behaviour, and retail, Nudge4Good lays the foundation for solutions that create value for individuals, businesses, and society.