Wildberries has started labeling review photos that show signs of AI manipulation or heavy editing. The feature is currently being trialed for some mobile app users, the company’s press office confirmed. The reviews aren’t hidden or removed-customers just see an extra warning tag.

When the algorithms detect AI-generated or heavily altered images, a ”Looks like AI” badge appears next to the photo. Wildberries emphasizes this doesn’t mean the review is fake, only that the image might be noticeably edited and should be viewed with caution.

The system automatically scans all uploaded media in reviews for traces of generative editing. Flagged photos stay visible but carry the warning label. If the test proves effective, Wildberries may roll the feature out to a wider audience.

How Wildberries detects AI manipulation in review photos

This move addresses a persistent headache for marketplaces: fake or overly polished reviews. Generative AI tools have made fabricating or enhancing images easier than ever. Wildberries, part of the Russian retailer RWB, reports tens of millions of active users across its platforms, so even a small share of doctored photos can sway buying decisions. Major global marketplaces like Amazon and AliExpress have been beefing up review moderation for years, and the European Union introduced stricter regulations in 2024 targeting misleading user ratings and recommendations.

Challenges of scaling AI detection for review photos

The label itself is just the start. The real test will be how accurate and scalable the system is once fully deployed. If Wildberries can avoid drowning in false positives, similar AI-detection tags may soon appear on other Russian marketplaces. The debate has shifted from ”Is it OK to enhance review photos?” to ”Should shoppers be warned when images might be AI-edited?”