YouTube's AI search goes shopping

Ask YouTube, the platform's conversational search feature, is now helping users make purchasing decisions by organizing product recommendations and comparisons.

How Ask YouTube started

Ask YouTube began as an experiment in conversational search, letting users ask complex questions and receive results from both Shorts and long-form videos on topics like travel planning and skill-building.

New shopping features arrive

Users searching for products will now see comparison tables showing different attributes and categories based on their preferences, plus the ability to ask follow-up questions directly on video watch pages.

Massive growth in six months

Over 140 million people used Ask YouTube in June alone, representing a 500 percent jump since December, showing strong demand for the feature.

Gemini powers the matching

A custom Gemini model maps viewers' complex questions to the exact moment in videos where answers appear, turning passive search into direct connections with creators and their content.

“turning a passive search into an instant, meaningful connection with the video and with the creator”

Tapping into creator trust

YouTube is responding to user behavior showing people trust creator opinions on products, making video recommendations a natural fit for shopping decisions.