Wildberries has started testing a "Looks like AI" tag for photos in reviews. It will appear next to media files if algorithms detect signs of significant processing using neural networks.

The tag does not mean that the review is fake or that the product in the photo does not exist. It is more of a warning: the image may have been altered, and when purchasing, it is worth considering that its appearance may differ from reality.

Photos with such a tag will not be deleted or hidden. Wildberries will leave the review in place and give the buyer additional context, and they will draw their own conclusions.

The feature is already available to some users of the mobile application. The company calls it a transparency tool: neural networks are getting better at processing images, so distinguishing an ordinary photo from a generatively edited one is becoming increasingly difficult.