YouTube is expanding its AI-powered feature called “Ask YouTube” to include shopping tools, the company announced during its Made on YouTube event. Originally designed as a conversational search tool, Ask YouTube allows users to ask complex, natural language questions and receive curated video results—ranging from Shorts to long-form content—that help answer those questions. Topics can include travel guides, skill tutorials, or product recommendations. Now, the feature will be enhanced with tools to help users make better shopping decisions. One of the new features will allow users to compare products by generating organized recommendations, such as comparison tables that highlight product attributes and categories based on individual preferences. Additionally, users will be able to ask follow-up questions directly on the watch page of a video, making the shopping process more interactive and informative. These updates aim to help users make informed choices by leveraging the opinions and recommendations of creators they trust. YouTube says these changes are driven by trends in user behavior, as viewers increasingly turn to creators for product insights and reviews. The company noted that over 140 million people used Ask YouTube in June alone—a significant increase of more than 500% compared to December 2023. This growth is attributed to a custom AI model called Gemini, which maps complex user questions to specific moments in videos that provide answers. This technology transforms passive searching into a more engaging and immediate experience. Emily Moxley, Vice President of Product Management for Viewer AI at YouTube, explained that the success of Ask YouTube lies in its ability to connect users with relevant content in real time. By understanding complex queries and matching them with precise video content, the feature strengthens the relationship between viewers and creators. As the tool continues to evolve, it aims to become an essential part of the shopping and learning experience on YouTube.