{"id":8924,"date":"2026-09-04T10:16:17","date_gmt":"2026-09-04T08:16:17","guid":{"rendered":"https:\/\/www.corteparma.it\/?p=8924"},"modified":"2026-09-04T11:04:50","modified_gmt":"2026-09-04T09:04:50","slug":"la-third-shelf-du-food-quand-lia-fait-le-choix","status":"publish","type":"post","link":"https:\/\/www.corteparma.it\/fr\/la-third-shelf-du-food-quand-lia-fait-le-choix\/","title":{"rendered":"La third shelf du food: quand l\u2019IA fait le choix"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"8924\" class=\"elementor elementor-8924 elementor-8922\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c9e8e70 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c9e8e70\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b4eb261\" data-id=\"b4eb261\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7bc7585 elementor-widget elementor-widget-breadcrumbs\" data-id=\"7bc7585\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"breadcrumbs.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<p id=\"breadcrumbs\"><span><span><a href=\"https:\/\/www.corteparma.it\/\">Home<\/a><\/span><\/span><\/p>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-61000b0 elementor-widget elementor-widget-text-editor\" data-id=\"61000b0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3 class=\"mcePastedContent\"><strong>Pr\u00e8s de 24 % des consommateurs europ\u00e9ens \u00e2g\u00e9s de 18 \u00e0 34 ans l\u2019ont d\u00e9j\u00e0 utilis\u00e9e pour leurs achats alimentaires<\/strong><\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-546f6e1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"546f6e1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-020a681\" data-id=\"020a681\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d0e1425 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"d0e1425\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"mcePastedContent\">L\u2019intelligence artificielle entre dans l\u2019une des \u00e9tapes les plus importantes du <strong>processus d\u2019achat<\/strong> : le moment o\u00f9 les consommateurs recherchent des informations, comparent les produits et d\u00e9cident lesquels prendre en consid\u00e9ration.<\/p><p class=\"mcePastedContent\">En Europe, 38 % des consommateurs utilisent des outils d\u2019IA pour rechercher des produits ou des services et orienter leurs d\u00e9cisions d\u2019achat. Parmi eux, 63 % les utilisent pour comparer les marques, les produits, les prix et les avis ; 55 % pour mieux conna\u00eetre une cat\u00e9gorie ou un produit ; et 46 % pour d\u00e9couvrir de nouveaux produits et trouver de l\u2019inspiration.<\/p><p class=\"mcePastedContent\">Dans le secteur alimentaire, 12 % des consommateurs europ\u00e9ens ont d\u00e9j\u00e0 utilis\u00e9 l\u2019IA pour leurs achats alimentaires. Parmi eux, 37 % l\u2019utilisent pour rechercher des produits sp\u00e9cifiques, 40 % pour planifier leurs repas et 36 % pour trouver des prix ou des recettes correspondant \u00e0 leurs besoins alimentaires.<\/p><p class=\"mcePastedContent\">C\u2019est l\u00e0 qu\u2019\u00e9merge un nouvel espace de comp\u00e9tition pour les produits alimentaires : le <strong>third shelf<\/strong>, le \u00ab troisi\u00e8me rayon \u00bb. Aux c\u00f4t\u00e9s du rayon physique des magasins et du rayon digital de l\u2019e-commerce, l\u2019IA introduit un nouvel environnement dans lequel un produit peut \u00eatre recherch\u00e9, compar\u00e9 et s\u00e9lectionn\u00e9.<\/p><p class=\"mcePastedContent\">Lorsqu\u2019un consommateur demande \u00e0 une IA quels produits acheter, quels ingr\u00e9dients choisir, quel aliment utiliser pour une recette sp\u00e9cifique ou quel produit r\u00e9pond \u00e0 un besoin alimentaire particulier, <strong>l\u2019IA peut lui proposer une s\u00e9lection de produits<\/strong>.<\/p><p class=\"mcePastedContent\">Le third shelf constitue ainsi l\u2019espace dans lequel les produits entrent dans le processus de recherche gr\u00e2ce \u00e0 la capacit\u00e9 de l\u2019IA \u00e0 les identifier, \u00e0 les d\u00e9crire et \u00e0 les mettre en relation avec la demande du consommateur.<\/p><p class=\"mcePastedContent\"><strong>Dans le secteur alimentaire, l\u2019information joue un r\u00f4le central<\/strong> : ingr\u00e9dients, allerg\u00e8nes, valeurs nutritionnelles, certifications, caract\u00e9ristiques du produit et informations sur son utilisation font partie des \u00e9l\u00e9ments que les syst\u00e8mes d\u2019IA peuvent exploiter pour r\u00e9pondre aux demandes des consommateurs.<\/p><p class=\"mcePastedContent\">Le ph\u00e9nom\u00e8ne est particuli\u00e8rement marqu\u00e9 chez les <strong>jeunes consommateurs<\/strong>. En Europe, pr\u00e8s de 24 % des personnes \u00e2g\u00e9es de 18 \u00e0 34 ans ont d\u00e9j\u00e0 utilis\u00e9 des outils d\u2019IA pour leurs achats alimentaires, contre 4 % des consommateurs de plus de 55 ans.<\/p><p class=\"mcePastedContent\">Les consommateurs montrent \u00e9galement une volont\u00e9 de d\u00e9l\u00e9guer une partie de leurs achats alimentaires \u00e0 l\u2019IA. En Italie, 45,4 % d\u00e9clarent \u00eatre pr\u00eats \u00e0 d\u00e9l\u00e9guer \u00e0 l\u2019intelligence artificielle leurs achats alimentaires r\u00e9currents.<\/p><p class=\"mcePastedContent\">La recherche via l\u2019IA reste aujourd\u2019hui principalement concentr\u00e9e sur les \u00e9tapes qui pr\u00e9c\u00e8dent l\u2019achat proprement dit. Son utilisation diminue lorsque les consommateurs passent de la recherche \u00e0 la constitution du panier, au paiement et au r\u00e9approvisionnement automatique.<\/p><p class=\"mcePastedContent\">La photographie de 2026 montre ainsi une nouvelle \u00e9tape dans la relation entre les consommateurs et les produits alimentaires : avant m\u00eame d\u2019atteindre le rayon du supermarch\u00e9 ou la page produit d\u2019un site e-commerce, un produit peut devoir franchir un autre filtre \u2014 celui de l\u2019intelligence artificielle.<\/p><p class=\"mcePastedContent last-child\">Le <strong>third shelf<\/strong>, c\u2019est pr\u00e9cis\u00e9ment cela : un nouvel espace dans le processus de d\u00e9cision, o\u00f9 l\u2019IA peut d\u00e9terminer quels produits les consommateurs sont amen\u00e9s \u00e0 consid\u00e9rer.<\/p><p style=\"font-weight: 400;\"><em><strong>Analyse r\u00e9alis\u00e9e par le Service de Presse de Corte Parma-Amoretti<\/strong><\/em><\/p><p style=\"font-weight: 400;\"><em><strong>Sources<\/strong><\/em><\/p><ul><li><p class=\"mcePastedContent\">McKinsey &amp; Company, <em>Europe\u2019s agentic commerce moment: Decision influence is here; execution is coming<\/em>; <em>AI to browse but not to buy<\/em>; <em>The State of Grocery Retail Europe 2026<\/em>.<\/p><\/li><li><p class=\"mcePastedContent\">Dunnhumby, <em>New Research: AI-Assisted Grocery Shopping Varies by Market<\/em>.<\/p><\/li><li><p class=\"mcePastedContent\">Mastercard Innovation Forum 2026, ricerca sui comportamenti dei consumatori italian.<\/p><\/li><li><p class=\"mcePastedContent\">FoodNavigator Europe, <em>AI and the Rise of Agentic Commerce in Food &amp; Beverage<\/em>.<\/p><\/li><\/ul><p><em>*Cette image a \u00e9t\u00e9 cr\u00e9\u00e9e \u00e0 l&rsquo;aide de l&rsquo;IA.<\/em><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d45e9e elementor-widget elementor-widget-image\" data-id=\"0d45e9e\" data-element_type=\"widget\" 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\u00e9volue\t\t\t<\/a>\n\t\t<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Pr\u00e8s de 24 % des consommateurs europ\u00e9ens \u00e2g\u00e9s de 18 \u00e0 34 ans l\u2019ont d\u00e9j\u00e0 utilis\u00e9e pour leurs achats alimentaires L\u2019intelligence artificielle entre dans l\u2019une<\/p>\n","protected":false},"author":6,"featured_media":8928,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"footnotes":""},"categories":[45],"tags":[],"class_list":["post-8924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nouvelles"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La third shelf 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