Online shopping is going through a phase where choosing from thousands of offers turns into a routine: users waste time selecting keywords, scrolling through product cards, and reading dozens of reviews. The ROZETKA marketplace has introduced a set of AI tools designed to shorten this path. According to the company's press service, the new features include product selection tailored to specific needs and budgets, search by uploaded photo, voice queries, and automatic analysis of customer reviews. The updates are already available in mobile applications and on the platform's website.
AI Assistant: Selection by task and budget
The central element of the updates is the AI assistant, which works like a personal consultant. Users can formulate requests in free form—for example, asking to select compact appliances for a rented apartment, find a gift within a specific amount, or compare several models by key parameters. The system narrows down the choices by filtering out options that do not match the query and suggests alternatives. Essentially, the AI takes on the role of a manager who would previously answer questions like "what should I get" and "how does one option differ from another."
Photo Search: From a social media screenshot to a product card
One of the most noticeable innovations is visual search. If a user sees an item in a social media feed or someone else's interior that they want to buy, but doesn't know the brand name, exact color, or style, they just need to upload the image to the ROZETKA app. The system will analyze the image and suggest similar products from the catalog. This eliminates the need to select keywords and formulate a text query that might not match the marketplace's internal nomenclature. The photo becomes the starting point for the AI, rather than just an illustration.
Voice Search: Hands-free, query out loud
Simultaneously, voice search has been launched. Instead of manual text input, users speak their query out loud, and the system recognizes speech and converts it into a search string. The feature is targeted at situations where typing on a smartphone keyboard is inconvenient or impossible: on the road, in the kitchen, in a store. Language recognition happens automatically, simplifying interaction for Russian- and Ukrainian-speaking users.
AI Review Analytics: Pros and cons without reading hundreds of comments
Customer reviews remain one of the key decision-making factors, but scrolling through and analyzing dozens or hundreds of comments takes time. The ROZETKA AI module takes over this work: the system processes reviews and generates a short summary highlighting the main advantages and disadvantages of the product, what users pay attention to most often, and what features should be considered before buying. At the same time, buyers retain the option to switch to the full list of comments and independently evaluate the experience of other customers.
Availability and Further Development
At the time of the announcement, photo search and voice search are available exclusively in the ROZETKA mobile apps for Android and iOS. AI review summaries, in turn, work across all platforms—both on the desktop version of the site and in mobile apps. The company states that the development of AI tools will continue: the development logic is built on the premise that search can start with a text query, image, or voice, while the assessment of product suitability is complemented by the experience of other buyers. ROZETKA provides additional information about the AI assistant on a special page in its interface.
