In October 2025, Wildberries initiated large-scale testing of new AI-based services for automated content generation on product cards. The pilot began with the launch of the "Video Covers" service and the updated "Photo Editor 3.0" tool, which enable sellers to quickly generate photos and videos for their product listings without the need for specialized skills or external resources. Initially, access was provided to Belarusian sellers and some Russian merchants, with broader rollout planned for all partners in the future. The "Video Covers" feature offers two types of AI-assisted generation: animated slide shows (sequences of product photos) and neural network-powered image ‘animation’ that brings static images to life. Sellers can select from a range of effects, including zoom, smooth transitions, slicing, movement, and pulsation, to tailor the final video. Each asset is produced within approximately one minute. Meanwhile, the advanced Photo Editor's new "Generate Composition" function streamlines the creation of product images and is currently in closed testing for Belarusian users with the "Jam" subscription.
The Strategic Impact on E-Commerce Content Infrastructure
Wildberries’ move to embed AI-driven image and video solutions into its seller portal marks another key milestone in the evolution of e-commerce content automation. This development follows earlier launches of generative AI tools on the marketplace, such as the virtual photo studio for clothing images (November 2024) and neural network-based product description generation introduced in mid-2024. These rollouts reflect an ongoing commitment to lowering the operational barriers for digital merchants and accelerating the pace of assortment expansion.
The integration of automated photo and video generation directly into the editing interface has several far-reaching implications:
Transformation of Product Feeds
Automated multimedia content creation fundamentally changes how product feeds are managed and distributed across marketplaces and advertising channels. AI-generated images and videos narrow the gap between content quantity and quality, allowing massive product datasets—often with limited raw imagery—to be visually enriched for each SKU. This leads to more comprehensive and visually consistent feeds, which can improve the performance of dynamic advertising campaigns and syndication with partner platforms. As feed quality and variety increase, product discoverability and CTR (click-through rate) across channels are expected to rise. You can learn more about this on our blog about product feeds.
Cataloging Standards and Data Consistency
Providing unified tools for image and video generation strengthens cataloging standardization. By leveraging built-in stylistic templates and neural network-driven animations, Wildberries can push the marketplace toward visual language uniformity, supporting best practices in digital shelf presentation. Enhanced catalog consistency also facilitates automated product attribute recognition, which is increasingly important for search optimization and next-generation recommendation systems.
Card Quality, Completeness, and Conversion
The shift toward instant AI-generated multimedia content addresses one of the most persistent issues facing online retailers: incomplete or under-optimized product cards. Historically, merchants lacking resources for in-house studios or professional content creators would upload minimal or low-quality visual assets, negatively impacting buyer confidence and conversion. Embedding AI tools ensures that even entry-level sellers can swiftly create rich video covers and polished images, bridging the gap between professional and amateur content standards. This move is aligned with best practices seen in advanced e-commerce markets, where engaging videos and interactive imagery have become conversion drivers, especially in visually driven categories like fashion, home goods, and electronics.
Acceleration of Assortment Launch
By drastically shortening the time needed to produce and localize product media, Wildberries empowers sellers to list more SKUs at a faster pace. Automated content creation enables rapid updating of visual materials in response to market trends, inventory changes, or seasonal campaigns. This agility is vital for maintaining a competitive edge in the marketplace and capitalizing on short-lived demand spikes. The system also allows for bulk processing, further removing bottlenecks related to manual editing or coordination with third-party production agencies.
Expansion of No-Code and AI Utilization
These changes are part of a wider movement in e-commerce: breaking down technical barriers through no-code and AI platforms. Wildberries’ tools require minimal user input—effectively a matter of a few clicks to generate a finished asset. This democratization of creative capabilities mirrors global trends, where AI-assisted design and content platforms are making professional-grade multimedia accessible to non-designers.
Industry Context and Technological Trajectory
The deployment of generative AI for product content automation is part of an accelerating trend among major e-commerce players worldwide. Earlier this year, Wildberries had already launched neural network-assisted description generators, allowing merchants to produce compliant, platform-optimized texts with little effort—a move designed to match or surpass competitor functionality, such as similar tools introduced by other marketplaces. By layering in neural video and image generation, the platform is building toward a fully integrated, AI-powered content infrastructure.
Recent studies of fashion and marketplace e-commerce, including reports on advancements in AI-powered image and video generation, highlight the growing reliance on composite multimedia (image fusion, photorealistic virtual models, automated video loops) to differentiate digital storefronts. Platforms such as ReelMind.ai have underscored the importance of style consistency and content innovation, trends which Wildberries appears to be mirroring with its internal development pipeline (ReelMind.ai).
As AI models continue to advance in animation fidelity and content personalization, expectations around product presentation will rise. Automated, near-instant generation of multimedia assets is likely to become a new baseline for entry into major marketplaces, further raising the competitive threshold in digital retail. Early-adopting platforms may secure a temporary advantage in seller success rates, advertising revenue, and customer engagement metrics. Addressing issues with product descriptions can significantly boost sales, and you can see how in our article on how to create sales-driving product descriptions.
Open Issues and Potential Limitations
At this stage, access to Wildberries’ advanced AI content tools remains restricted to select regions and subscription tiers, which could limit their short-term impact on the overall catalog. Additionally, the quality of generative outputs—especially for video ‘animation’ effects—will come under scrutiny as sellers and buyers adapt to machine-generated content. While initial examples suggest efficiency and consistency gains, there are open questions about the distinctiveness and emotional impact of AI-created materials compared with bespoke photography or manual post-production.
However, as the pace of testing and rollout accelerates and user feedback is incorporated, it is reasonable to anticipate a rapid expansion of functionality and reach. The integration of these AI systems serves both to strengthen the competitive position of the platform and to redefine efficiency benchmarks for the broader e-commerce industry.
For further reading, see the analysis at TAdviser and insights into AI applications in e-commerce from ReelMind.ai.
The Wildberries initiative reflects the broader trend of leveraging AI to streamline e-commerce operations. This move towards automated content creation directly impacts product information management by emphasizing the need for robust data feeds. While platforms like Wildberries handle content generation, the core challenge remains: ensuring a consistent, high-quality, and up-to-date product database. This is where solutions like NotPIM become crucial, offering tools to manage, enrich, and distribute product data, complementing the visually enhanced content generated by AI. To understand this in better detail, see our blog on artificial intelligence for business.