YOUTUBE ADDS AI SHOPPING ASSISTANT TO PLATFORM

The 'Ask YouTube' feature uses AI to assist shoppers in comparing products directly on the platform. Users can ask questions about items and receive comparisons to help inform purchasing decisions. This launch is part of YouTube's larger AI initiative. The platform recently introduced conversational video editing for creators, allowing them to edit clips using natural language commands through the Studio app. YouTube also rolled out AI-powered thumbnail performance monitoring and idea generation tools for creators. Additionally, the platform now offers custom feeds where users describe their preferred video content and use Gemini to build personalized feeds based on those descriptions. The shopping feature reflects YouTube's strategy to deepen user engagement by embedding commerce directly into the viewing experience while leveraging its generative AI capabilities across the platform.