Answering Faster: A Russian Marketplace Rolls Out an AI Assistant to Handle Customer Reviews

Customer Feedback on Autopilot

An AI assistant that composes replies on a marketplace marks a clear step forward. Previously, the platform tested a feature where a neural network suggested several response options, leaving the seller to choose one and publish it manually. Now the process can be fully automated. Sellers configure the rules once – for example, enabling automatic replies to four- and five-star reviews while reserving negative feedback for personal handling. In practice, the seller’s role in customer communication is reduced to setting preferences, while the neural network takes over the ongoing workflow.

How does it work? The AI assistant generates replies using information from the product listing and the text of the customer’s review. It also factors in the seller’s past responses to maintain tone and consistency. A key advantage of the virtual assistant is continuous learning – response accuracy and quality are expected to improve over time. If a seller is dissatisfied with a published reply, it can be edited afterward. And if the system lacks sufficient data to produce a reliable answer – for instance, when a product description is too sparse – the review will not be answered automatically and can instead be handled manually.

Built-In AI Recommendations

The marketplace has also introduced AI-powered recommendations within automated replies. The neural network can suggest other products from the seller’s catalog, embedding relevant item numbers directly into the response. The system independently analyzes the store’s assortment and selects complementary or related items. If a customer purchases a gaming console, for example, the AI may recommend compatible accessories such as controllers or headsets.

Using AI to personalize communication on marketplaces is not simply a trend. It represents a fundamental shift in how relationships between a platform and its customers are structured. When implemented correctly, a marketplace gains the ability to see the customer not as an abstract segment, but as a specific individual with unique preferences and needs

Svetlana Karpova

Doctor of Economics, Head of the Marketing Department at the Financial University under the Government of the Russian Federation

According to the marketplace team, the new tool is part of Wildberries’ broader strategy to develop and deploy AI technologies that support business growth on the platform. By automating review responses, sellers can reclaim time for other priorities while maintaining a consistent service standard. In digital commerce, where competition is intense and reputation-driven marketing can determine survival, speed and tone of feedback matter.

Routine Work Shifts to AI

Embedding AI into Wildberries’ operational processes is designed to raise customer service standards by enabling rapid responses and sustained communication between buyers and sellers. Review volumes are growing quickly, and automating customer interactions can reduce the burden on sellers and support teams alike. The result may be lower operating costs, faster issue resolution and higher customer loyalty.

The rollout aligns with the marketplace’s broader AI integration strategy. The development of such IT products underscores the growing maturity of Russian AI solutions in e-commerce, highlighting both demand and long-term potential. If standardized in the future, this technology could compete with international equivalents. By deploying a virtual assistant for routine communication, Wildberries strengthens its position as a technology-driven marketplace across Russia and the CIS, at a moment when automating repetitive tasks is no longer optional but essential.