YouTube Launches AI Shopping Companion
YouTube has expanded its AI‑powered Ask YouTube feature to include shopping capabilities, allowing users to search for products and receive organized recommendations, comparison tables, and follow‑up questions. The update builds on a 500% growth in usage and leverages a custom Gemini model to pinpo…
By Felo News Desk · Published
On Wednesday at its annual Made on YouTube event, YouTube announced that its conversational search tool, Ask YouTube, will now serve as a shopping companion. The move follows a 500% jump in monthly usage of the feature, which has already attracted more than 140 million users in June alone.
What Is Ask YouTube?
Ask YouTube began as an experiment in conversational search, allowing viewers to type natural‑language questions instead of the keyword‑based queries that have traditionally powered the platform. The tool can handle complex, multi‑part questions and returns a mix of Shorts, long‑form videos, and curated playlists that guide users through topics such as travel itineraries, DIY projects, or skill‑building tutorials.
Adding Shopping Features
With the new update, users who search for a specific product will see a set of organized recommendations. These may include a comparison table that highlights attributes such as price, size, color, and user ratings, all tailored to the viewer’s stated preferences. The comparison is generated by a custom Gemini model that maps a user’s question to the exact second in a video where the answer appears, turning passive scrolling into an instant, meaningful connection with the content.
After watching a recommended video, viewers can ask follow‑up questions directly on the watch page. The system will pull up relevant segments from the same or related videos, making it easier to dive deeper without leaving the page. Creators who discuss products can also add affiliate links or product tags, and YouTube will surface these during the search results.
Why the Shift Toward Shopping?
According to Emily Moxley, VP of Product Management for Viewer AI at YouTube, the change reflects observable trends in user behavior. “We’re seeing creators who are trusted sources for product recommendations, and users are increasingly looking for a seamless way to learn about and purchase items while they watch,” Moxley said. The company believes that integrating shopping into the video experience will drive higher engagement and create new monetization opportunities for creators.
Impact on Creators and Consumers
For creators, the feature opens a new revenue stream. By embedding product links and using the comparison tables, they can earn commissions on sales that originate from their videos. YouTube’s policy states that any affiliate earnings do not influence editorial independence, and creators are encouraged to disclose sponsored content transparently.
Consumers benefit from a more efficient research process. Instead of flipping between search engines and e‑commerce sites, they can ask a question, watch a video that directly answers it, and compare options—all within the same interface. The system’s ability to pinpoint the exact moment a product is discussed saves time and reduces the cognitive load associated with sifting through unrelated footage.
Next Steps and Unanswered Questions
YouTube has not yet disclosed a rollout schedule for the shopping features. It is unclear how the platform will handle privacy concerns related to tracking user preferences for product recommendations. Additionally, the extent to which the comparison tables will be enriched with third‑party data, such as real‑time pricing or inventory levels, remains to be seen.
As the feature evolves, creators and viewers alike will need to adapt to new best practices for product placement, disclosure, and user engagement. The company’s next updates will likely address these challenges and refine the AI’s accuracy in matching queries to video content.
How to Get Started
To try Ask YouTube’s new shopping mode, simply type a natural‑language question into the search bar on any device. For example, “What’s the best budget gaming laptop?” will return a curated list of videos, each annotated with a comparison table of key specs. Clicking on a product link will take you to the retailer’s page, where you can complete the purchase.
Creators can start adding product tags and affiliate links to their videos through the YouTube Studio dashboard. Once enabled, these links will appear in the Ask YouTube results when relevant queries are made.
As the platform continues to integrate AI into the viewing experience, both creators and consumers can expect a more personalized, efficient, and monetizable ecosystem.
Key facts
- Ask YouTube now offers product recommendations and comparison tables
- The feature uses a custom Gemini model to locate exact video moments that answer queries
- Over 140 million users have engaged with Ask YouTube in June, a 500% increase from December
- Creators can add affiliate links, opening new monetization opportunities
- YouTube plans to roll out the shopping features gradually, with privacy and disclosure policies in place
Why it matters
By embedding shopping directly into video content, YouTube is redefining how audiences discover and purchase products, creating new revenue streams for creators while offering consumers a streamlined research experience.
Frequently asked questions
What devices can I use Ask YouTube on?
Ask YouTube is available on the YouTube mobile app, the desktop web interface, and the YouTube TV app.
Will I be charged for using Ask YouTube?
No, the feature is free to use. YouTube may earn a commission on purchases made through affiliate links.
How does the comparison table work?
The table is generated by a Gemini AI model that pulls product attributes from the video and any linked product pages, then displays them side‑by‑side for easy comparison.
Can creators opt out of the shopping feature?
Yes, creators can choose not to add product tags or affiliate links if they prefer to keep their content ad‑free.
Sources
- [1] techcrunch.com — originally reported as “YouTube doubles down on video shopping with AI-powered 'Ask YouTube' feature”
