YouTube is expanding its AI-powered conversational search feature, Ask YouTube, with tools designed to help users compare products while they shop.
The company announced the changes at its Made on YouTube event. Ask YouTube began as an experiment in conversational search and now lets users submit complex, natural-language requests. It can compile results that may include Shorts and long-form videos for topics such as travel plans, learning guides, and product recommendations.
For shopping-related searches, users may receive organized recommendations based on their preferences. These may include comparison tables covering different product attributes or categories. YouTube also says users will be able to ask follow-up questions directly on a video's watch page.
The company said the changes reflect existing user behavior, as viewers learn about products from creators they trust. More than 140 million people used Ask YouTube to explore videos during June, YouTube said, representing an increase of more than 500% since last December.
Emily Moxley, YouTube's vice president of Product Management for Viewer AI, said the growth is supported by a custom Gemini model that connects complex questions with the exact moments in videos that contain answers.
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