YouTube integrates AI search with shopping features

Initially launched as an experimental conversational search tool, 'Ask YouTube' allows users to make detailed, natural language queries. The feature then compiles relevant video results, including Shorts and long-form content, to guide users through topics such as travel planning or skill acquisition.

The new shopping-focused features will enable users to receive organized product recommendations, potentially including comparison tables that detail various product attributes and categories based on user preferences. Additionally, users will have the ability to ask follow-up questions directly on the video watch page.

YouTube stated that these changes are a response to observed user behavior, where viewers increasingly rely on creators for product information and recommendations. The company reported that 'Ask YouTube' was used by over 140 million people in June, marking a significant 500% increase since December. Emily Moxley, VP of Product Management for Viewer AI at YouTube, attributed this growth to a custom Gemini model that efficiently connects complex viewer questions to precise answers within videos, fostering a more immediate connection between viewers and creators.