Online retailer Wildberries rolls out AI powered tools including animated product listings
Wildberries has introduced a series of AI tools on its online marketplace that aim to enhance the user experience. It has rolled out animated product listings, virtual fitting rooms for customers and AI generated product summaries.
Established in 2004 in Russia, Wildberries operates in Armenia, Belarus, Georgia, Kazakhstan, Kyrgyzstan, Russia, Tajikistan and Uzbekistan, while also partnering with sellers in China and the UAE.
It has introduced a new service for marketplace sellers called Video Covers, which uses a neural network to animate product images or create AI generated videos for product listings. Sellers can transform static images, such as a sweater modelled by a human model, into "live" photos or short videos.
The AI adds slight movements like head turns, smiles, or other subtle motions to highlight the product’s attributes. This makes it easier for customers to see how the product functions in real life, while helping sellers to avoid additional costs on professional video production.
Wildberries has also launched an AI tool for customers called Try It On within its marketplace app. Shoppers can upload their photo or take one in real-time; afterwards, the tool creates a virtual image of the customer which can then try on selected items, taking into account such features as pose and lighting.
Wildberries's developers have fine-tuned the AI algorithms to better reflect the customer's body shape, the fit of the garment, the fabric texture, and the way different materials look in motion.
Another AI powered feature is a Reviews Summary function. This uses AI to provide a concise summary of product reviews, helping shoppers to make quicker and more informed decisions. The feature simplifies the shopping experience by highlighting key points and recurring themes from customer reviews, eliminating the need to read through dozens or even hundreds of opinions, and is automatically updated as new reviews come in.
RTIH AI in Retail Awards
Brarista, IBM Consulting, Foundit!, Quorso, Vusion, Sensei, Reckon.ai, EE, Walkbase, Globant, Riskified, and Goddiva were among the winners at the RTIH AI in Retail Awards, sponsored by VenHub Global, 3D Cloud, EdTech Innovation Hub, and Retail Technology Show.
Our 2026 hall of fame entrants were revealed during a sold out event which took place at The Barbican in Central London on Thursday, 29th January, and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Lucy Porter.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “According to Amazon’s Andy Jassy: AI is a once in a lifetime reinvention of everything we know, and the largest technology transformation since the cloud.”
“Whether that’s overstating it or not, we're certainly seeing an increasing number of innovative, potentially game changing developments in this space across both traditional and digital retail spaces. And that is reflected in tonight's finalists, who are boosting customer experiences and tackling retailers' painpoints across the likes of physical stores, online, omnichannel, supply chain, and payments.”
“To quote one of our judges: I have to admit, judging these awards was so difficult. So many that would have been worthy winners. And great to see how AI has moved firmly into delivery mode. Firmly into delivering for customers and driving huge innovation.”
Congratulations to our 2026 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended our Thursday, 29th January gathering.
Stay tuned for an indepth review of the awards ceremony in the next edition of RTIH magazine.
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