Wildberries gave sellers AI videos in a minute: "live" photos and video clips are now in the product profile
The combined company Wildberries & Russ has expanded the "Video Overlay" tool for sellers: if earlier videos were made in the format of slide shows and animated infographics, now they have added video generation based on a single photo and "animation" of human frames through neural network animation. The process is described as fast: uploading photos and generating them takes up to a minute, and the result can be immediately put on the product card.
Functionally, these are two scenarios:
- AI video: the system takes one image of a product or a person with a product and makes a short video dynamic, selecting a "typical" feed for a category.
- Live photos: accurate animation of the portrait part (head rotation, smile, micro-movements) to make the card look less static.
Accessibility is important for the economics of the tool: the service is declared for sellers from Russia and Belarus with a Jam subscription.
Why is this a game changer for Sellers
On marketplaces, the "entry threshold" to content has long been a hidden tax: video increases engagement and conversion, but production (shooting, editing, infographics) costs money and time. The neural network format attacks exactly this pain: it turns the creation of a video from a separate project into an action "inside the card". This is especially sensitive for niches where it is important to demonstrate texture and function — clothing, shoes, cosmetics, small appliances, household goods.
At the same time, the gain is not only in speed. Previously, many sellers made videos based on the residual principle: "what they did" and "how they could." Now the platform is standardizing the visual language: AI, focusing on the category, will push the cards to a more "understandable" dynamic. For buyers, this means fewer surprises, and for sellers, a more honest demonstration of the product without overloading the effects.
The company formulates the key idea as follows (the quote is important because it explains the motivation for the launch):
"We are consistently developing neural network tools for working with content to make it as easy as possible for sellers to launch products on the platform. All the AI solutions that we create are aimed at improving the visual quality of product cards and demonstrating product functionality. This way, customers will immediately understand how the product works in practice, and sellers will not need additional resources for professional photography to create high-quality content. Neural networks take over the technical part, allowing partners to focus on business development on the platform," said Anastasia Sycheva, Product Director of the RVB seller's portal.
Risks and practical advice
- Expectations vs reality: The AI movement should emphasize the properties of the product, not mask them. If the "animation" changes the perception of color/ fit/texture, this is a risk of returns.
- Human images: "live" photos increase engagement, but require careful consideration of the consent of the models and the rights to the original photo.
- Test strategy: the right approach is A/B: part SKU with AI cover, part without, comparison by CTR and conversion over the same period.
- Sales logistics: Increased conversion without warehouse availability and supplies leads to out-of-stock and deterioration of positions. First, check the stocks and the replenishment rate, then "speed up" the card.
Bottom line: the marketplace is converting video content from a "premium option" to basic hygiene. Those who are the first to build the process will gain an advantage in clicks and trust, especially in categories where it is important for the buyer to see the product "in motion"
