YouTube's Ask YouTube AI now helps users compare products while shopping
YouTube's AI-powered 'Ask YouTube' feature is expanding into shopping assistance, offering product comparisons and tailored recommendations. Users can ask follow-up questions directly on video watch pages. The feature saw over 140 million users in June, a 500% increase from December.
The feature's rapid adoption is notable, with 140 million users engaging with it in June alone—a fivefold increase since December. This growth is driven by a custom Gemini model that identifies the precise moment in a video where a viewer's question is answered, creating a direct link between queries and relevant content.
The shopping expansion builds on existing viewer behavior, as users already turn to creators for product opinions and recommendations. Announced at YouTube's Made On YouTube event, the update introduces organized comparison tables and allows follow-up questions directly on watch pages, positioning the platform as a more interactive shopping research tool.
This development could significantly alter how consumers research purchases, potentially shifting trust from traditional review sites toward creator-driven recommendations. It may also increase YouTube's commercial influence, affecting advertisers, retailers, and smaller businesses that must adapt to AI-mediated product discovery. The integration of shopping assistance into video platforms could reshape online retail competition, though its long-term impact on consumer choice and purchasing behavior remains to be seen.