AI Steps In: Russian Platform Lets Shoppers Try On Clothes Before Buying
Customers of the Ultima Yandex Market project now have access to a new AI-powered feature that allows them to virtually try on clothing before making a purchase. The tool helps users see how selected items look on their own bodies and how well they fit into their personal style, even before placing an order.
A Move Toward More Informed Shopping
The new service is designed to help Ultima Yandex Market users avoid unnecessary spending and impulse purchases. Before buying, shoppers can use a neural network to preview how selected items match their existing wardrobe and body type. This makes it easier to compare similar products, choose the most suitable option, or decide not to buy at all.
How It Works? The virtual try-on feature is powered by artificial intelligence and built around the generative MMDiT (Multimodal Diffusion Transformer) model. Using it is straightforward: users tap the “Try on” button in a product card and upload a full-body photo. The AI analyzes the image composition, body pose, and clothing already worn in the photo, then generates a visual preview showing how the selected item would look on that person.
The system goes beyond simple visualization. Acting as a virtual stylist, the neural network can complement the outfit with matching accessories. For example, when trying on trousers, the AI may add a blouse or vest along with suitable jewelry. The generated look can be saved, shared via social networks or messaging apps, and discussed with friends or colleagues to get feedback on how appropriate and harmonious it appears. If needed, the try-on can be repeated with different items. The feature is available for most products in the Ultima section, with exceptions for underwear, swimwear, footwear, and accessories.
Rare Items Included
The service is currently operating in beta mode within the Yandex Market app in cities where Ultima Yandex Market is available. At the moment, it is accessible to users in nine Russian cities: Moscow, St. Petersburg, Yekaterinburg, Krasnodar, Nizhny Novgorod, Novosibirsk, Rostov-on-Don, Tyumen, and Chelyabinsk. The Ultima catalog includes products from 1,300 brands, totaling more than 3.5 million items across categories such as clothing, footwear, beauty products, electronics, and more. Some of these include rare items from international and Russian brands that are currently unavailable elsewhere in Russia, sourced and curated by stylists and buyers.
AI Improves the Shopping Experience
With the new service in place, online shopping becomes more convenient and engaging for Russian users. Clothing and accessory selection is more deliberate, while return rates are reduced. For Russia’s fashion industry and e-commerce sector, this is a clear example of successful AI integration into retail platforms, lowering barriers to purchase and elevating the overall user experience.
Today, the innovation is available to a broad audience in major cities, but its geographic reach may expand over time. The use of generative AI models in retail platforms is a global trend. In the future, the range of supported categories could grow, and models like MMDiT may be used not only for visualizing clothing but also for personalized recommendations, size prediction, and automated styling.
Launching of AI-based virtual try-on at Ultima Yandex Market represents a meaningful step toward more convenient online shopping and highlights the technological potential of Russian companies applying artificial intelligence. According to experts, neural network integration in e-commerce is set to become a standard for major platforms in Russia and beyond, with strong export potential for such technologies.
