# YouTube adds shopping to its AI search feature

> Ask YouTube now helps users compare products and make buying decisions based on creator recommendations.
- Title: YouTube adds shopping to its AI search feature · TechCrunch
- Summary: Ask YouTube now helps users compare products and make buying decisions based on creator recommendations. YouTube is turning its conversational AI search tool…
- Keywords: youtube, ask youtube, ai search, shopping, product recommendations, gemini, conversational search, e-commerce, creator economy, video commerce, technology, startups
- Source: TechCrunch — https://techcrunch.com/2026/09/23/youtube-doubles-down-on-video-shopping-with-ai-powered-ask-youtube-feature
- Author: Sarah Perez
- Published: 2026-09-23T14:30:00+00:00
- Read time: 1 min
- Topics: youtube, ask youtube, ai search, shopping, product recommendations, gemini, conversational search, e-commerce, creator economy, video commerce, technology, startups
## 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.
## Key takeaway

YouTube is turning its conversational AI search tool into a shopping assistant that lets users compare products and ask follow-up questions while watching videos.