[development] Hook_entity_view ajax loaded content

Hello, I'm using hook_entity_view() to modify and image field and display only the first image. I've encountered a problem that with ajax loaded content, the hook isn't fired and I get the unchanged field. This is happening using drupal commerce and an loaded attribute information, you can take a look here: http://premiumbaby.co.il/koziol/drupal-7.0/quick-buy/8 at first it is loaded with only one image, but if you change the attribute from white to anything else, and then back to white, you'll see that all the images are loaded. How do I make sure the hook is called on each load? Thanks Idan