YouTube Adds AI Shopping Tools to Ask YouTube
YouTube turns Ask YouTube into an AI shopping companion, adding product comparisons and follow-ups after June usage topped 140 million people worldwide.
Summary
At Made On YouTube on September 23, 2026, YouTube announced that Ask YouTube, its AI conversational search feature, will become a shopping companion. Anyone can use natural language, including complex requests, to compile Shorts and long-form videos for travel plans, skill guides and recommendations. Product searches will gain organized suggestions and comparison tables covering attributes or categories matched to user preferences, while viewers can ask follow-up questions on a video’s watch page.
YouTube says users increasingly learn about products from creators and trust their recommendations. More than 140 million people used Ask YouTube to explore videos more deeply in June, over 500% more than last December. Emily Moxley, YouTube’s vice president of Product Management for Viewer AI, said a custom Gemini model connects complex questions to the exact second a video provides an answer. Rollout timing, availability and safeguards for product information remain unspecified.
Positives
- More than 140 million people used Ask YouTube during June, over 500% more than last December.
- Product searches will produce organized recommendations and comparison tables tailored to user preferences.
- Follow-up questions on video watch pages will let shoppers investigate products without restarting their searches.
- A custom Gemini model can connect complex questions to the exact second a video contains an answer.
- Shorts and long-form videos can be combined into results for detailed natural-language requests.
Risks & concerns
- YouTube has not specified when the new shopping capabilities will become available.
- Supported countries, languages and user eligibility remain undisclosed.
- YouTube has not explained how product attributes, comparisons or recommendations will be verified for accuracy.
- Details about participating retailers, purchases and creator compensation remain limited.
