Archive — US — techcrunch
YouTube doubles down on video shopping with AI-powered ‘Ask YouTube’ feature
YouTube introduced the AI-powered 'Ask YouTube' feature as a shopping assistant during its MadeOn YouTube event, allowing users to conduct natural language searches and receive tailored product recommendations alongside video content. This aims to enhance user engagement and facilitate informed shopping decisions based on trusted creator recommendations.
Key points
- YouTube developed 'Ask YouTube' as an AI-driven search tool that facilitates natural language queries.
- The feature compiles results including both Shorts and long-form videos to assist users in diverse topics.
- New functionalities will now support shopping decisions by providing organized product recommendations and comparison tables.
- Over 140 million users have engaged with 'Ask YouTube', reflecting a more than 500% increase since December.
- The Gemini model enhances search by directly linking questions to relevant video content.
Why it matters
- AI-driven shopping experiences are a significant trend in 2025, emphasizing personalization and user engagement.
- Competitors in e-commerce and video are also adopting conversational AI to enhance consumer interactions, reflecting a broader industry shift.
- YouTube's initiative may influence how brands engage with video content and leverage creator partnerships for product promotion.
The expansion of the 'Ask YouTube' feature represents a strategic move by YouTube to blend video content with e-commerce, enhancing user experience and responding to current trends in AI and consumer behavior.