YouTube has unveiled a huge and wide-ranging wave of new features, covering areas related to video editing, monetization, search functions, as has been the case with Ask YouTube, and others directly tied to online shopping.
Back in April, we told you about Ask YouTube, Google’s social platform’s first major step toward becoming something more than just a video and streaming platform. Building on the experience developed in Search with AI-based features (AI Overviews, AI Mode), YouTube was bringing AI on board with the goal of delivering a new conversational search experience. It was a test available only to some users in the U.S., but it pointed to where the future of this platform could be heading, so it is perfectly normal if it does not ring too many bells.
One example shared by the company itself explained that you could “ask for help planning a 3-day road trip from San Francisco to Santa Barbara and receive a structured, step-by-step itinerary instead of a list of videos. The response will include a new mix of long-form videos, Shorts, and informative text with local tips and must-see places.” From there, the user could refine the search, expand it, or ask new related questions, and the AI would respond, whether in video, text… or both.
Now, we know a little more about where YouTube’s plans for this feature are headed.
The big leap in this area involves bringing that “AI mode” into the viewing experience itself. The idea is for viewers to be able to ask the assistant questions directly while they are watching a video, which greatly expands its potential. For example, imagine you are watching a review of a computer you are considering buying: you could ask about similar models, learn more about its performance features, or explore alternatives across different eCommerce sites.
Something very useful at this stage of the buyer journey.
Once again, Ask YouTube will be able to respond with both long-form videos, Shorts, or text, enabling a conversational and personalized recommendation experience. In addition, another new feature is that the AI will be able to offer comparison tables with product attributes and categories based on the viewer’s preferences. “Once you click on the video that interests you most, you can keep asking questions about the product directly on the video watch page,” the social platform explains, adding that this conversation with the AI can also take place through voice.
YouTube has also introduced new developments so that brands can make better use of the platform’s potential as a sales channel. Specifically, YouTube will expand its Shopping affiliate program to a total of 35 countries before the end of 2026, although for now it has not detailed which the new territories will be or confirmed whether Spain will be among them. This program allows a creator to tag products from other brands in their content (videos, livestreams, and Shorts) and earn a commission on sales.
As the social platform explains, “YouTube Shopping tags generate more than twice as many clicks as adding links in the description, and they allow you to monetize your audience on Shorts and in the Living Room as well. That is why more than 1.3 million creators are part of the affiliate program, which has driven 13x growth in Gross Merchandise Volume (GMV) over the past two years”.
The truth is that Google seems to be taking this program’s potential very seriously, and it already allows Amazon products to be tagged in the countries where this feature is available. In addition, it has promised that, in order to boost international sales, it will show localized links designed to cover more markets.
Over time, YouTube has positioned itself as a highly relevant channel for product discovery. According to a study published this year that analyzed how more than 13,000 consumers worldwide make purchasing decisions, nearly half of consumers (46%) say they have bought a product they discovered on YouTube. In fact, nine out of ten complete the purchase within two weeks.
Along this buyer journey, younger consumers move faster and are twice as likely to make the purchase “immediately”. Across all categories, average spending is around $260 per purchase, which shows that YouTube influences high-value decisions that require careful consideration.
Now, it seems that YouTube is aware of the tremendous power it holds in this area and has decided to make its move through AI. We will see when it arrives in Spain… and how well it works
Images: YouTube and ChatGPT.
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