Wildberries has introduced a new AI-powered feature called “Outfit Ideas,” designed to help users build complete looks directly from a product page. The new tool allows shoppers not only to view an individual item, but also to see how it works with other products in ready-made combinations.
According to the company, the feature is intended to simplify purchase decisions by addressing a common customer question: what to buy and how to pair it. Instead of spending hours searching for matching items or wondering whether a new purchase will fit into an existing wardrobe, users can now get suggestions within seconds, with up to 10 outfit options generated for each item.
To use the feature, shoppers need to open a product page and tap the “Outfit Ideas” button on the main image. The AI model then analyzes dozens of visual characteristics of the product, including silhouette, length and fit, fabric texture, color and shade, seasonality, style, intended use, as well as gender and age relevance.
The algorithm then reviews billions of possible combinations with other marketplace products across clothing, footwear and accessories, selecting the most suitable options. This produces complete and balanced looks, and users can add the items they like directly to their cart.
Wildberries says the AI model continuously updates its data as new products are added, aims to avoid repeating the same combinations, and seeks to offer as much variety as possible around a single item. In the company’s view, this helps customers better assess how versatile a product is and make more informed buying decisions.
The “Outfit Ideas” feature is already available in the Wildberries mobile app. It is expected to be rolled out to the marketplace’s web version in the near future. At the initial stage, the tool works for more than 1 million of the most in-demand products in the clothing, footwear and accessories categories, with broader coverage planned later.
