YouTube is expanding its use of artificial intelligence and commerce features, introducing new creator tools, shopping capabilities and personalised viewing options as it looks to reshape how users create, discover and interact with content.
The Alphabet-owned video platform announced the updates at its annual Made on YouTube event in New York on Wednesday. The new features span YouTube Studio, Shorts, YouTube Create and the platform's shopping and recommendation systems, as per the press release.
For creators, YouTube Studio is getting tools that can provide feedback on video drafts, generate thumbnails aligned with an individual channel's style and test up to three versions of a video cut.
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The company is also adding a Gemini-powered assistant to Shorts and YouTube Create to help with tasks such as trimming pauses, editing clips and synchronising music.
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YouTube is also testing an opt-in AI comment moderation system that can adapt to a creator's preferences. Its likeness-protection tools are being expanded to use both voice and facial detection, giving creators another layer of protection against unauthorised use of their identity.
Shopping is another major part of the expansion. YouTube plans to extend its YouTube Shopping affiliate programme to 35 countries by the end of the year. More than 1.3 million creators are already enrolled in the programme.
Creators in India and Brazil will soon be able to tag Amazon products in their content, while viewers in different markets will see product offers tailored to their location.
For viewers in the US, YouTube is introducing Custom Feeds across web, mobile and TV. The feature will allow users to save homepage tabs around specific interests, including categories such as documentaries and DIY content.
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YouTube is also broadening Ask YouTube, adding shopping-related questions and follow-up interactions. The feature will support product comparison tables and voice-based commands for television users.
The latest additions underline YouTube's broader push to combine AI-assisted creation, personalised discovery and commerce within its video platform.
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