In Russia, AI Is Learning to Anticipate What Shoppers Want—And Recommend Only What Fits

Artificial intelligence is rapidly transforming Russia’s e-commerce market, making online shopping more personalized and intuitive. In the near future, AI systems could function as full-fledged digital consultants—helping customers choose even technically complex products based on individual needs.

That shift is already underway, according to Ivan Guz, managing partner at Avito. He says the platform is actively deploying neural networks to analyze user behavior, personalize search results, and improve transaction security.

Reputation, Recommendations, and Virtual Assistants

Today, Avito’s algorithms are embedded across search, delivery logistics, transaction protection, and buyer–seller communication. If a user has previously shown interest in a certain product category, the system surfaces relevant listings and helps speed up purchasing decisions. AI tools also evaluate seller reputation, boosting the visibility of listings associated with higher service quality.

Another area of focus is the development of virtual assistants. Avito is currently testing AI-powered helpers for both buyers and sellers. These assistants can recommend products based on specific parameters, help draft chat responses, and flag potential risks during transactions.

AI Behind the Scenes of Logistics

AI is also being applied to logistics—largely invisibly to users. By analyzing photos, the system can estimate a product’s weight and automatically calculate delivery costs, simplifying the transaction process.

According to Avito’s management, continued advances in AI will make online shopping faster, safer, and more convenient. Over time, large digital marketplaces are expected to feel less like generic platforms and more like personalized services—adapting to each user’s preferences almost instinctively.