YouTube is expanding its AI search tool, Ask YouTube, with new shopping features that can help users compare product review videos. When people search for reviews of a product, YouTube may now show selected videos in a comparison format with product-related details.
The company announced the update on September 23 during its Made On YouTube event. The new feature is aimed at making product research easier by bringing relevant review videos and product information together.
Ask YouTube can now organize review videos into comparison tables for certain product searches. These tables may highlight different product features, categories and other details related to the search.
Instead of opening several videos separately, users can first look through the results and choose the review that interests them.
After opening a video, users can continue their research through Ask YouTube on the watch page. They can ask additional questions about the product while viewing the review.
The new shopping feature is part of the search version of Ask YouTube, which users access through YouTube's search bar.
The watch-page experience works differently. It allows viewers to interact with AI while watching a video and ask questions about its content.
YouTube had previously tested comparison tables in Ask YouTube for other types of searches. The latest change brings this format into product discovery and review searches.
YouTube is also supporting voice-based questions through the watch-page version of Ask YouTube on compatible TVs and gaming devices.
This allows viewers to ask questions without stopping their viewing experience to type a query. The feature is available on selected videos and supported devices.
Ask YouTube's search experience has not yet become a standard YouTube feature for everyone. It is currently being tested with a limited group of users in the US who search in English.
YouTube says access is gradually being expanded to additional users across computers, mobile devices and TVs.
The watch-page version has broader availability across countries and languages. It can appear on selected videos for signed-in users.
Google CEO Sundar Pichai previously said that more than 140 million users interacted with Ask YouTube on video watch pages during June.
The update could give shoppers another way to research products through creator content. Instead of relying only on traditional product listings, users can discover reviews and compare information within YouTube's AI search experience.
It may also give brands and ecommerce teams a way to monitor how their products appear in AI-powered searches. They can check which creator reviews are surfaced and what product information is included.
However, YouTube has not explained in detail how individual review videos are selected for these product searches or how information in the comparison tables is sourced.
The shopping experience does not yet have a confirmed global rollout date. YouTube has also not provided complete details about eligibility or availability in different markets.
The company is continuing to develop Ask YouTube, including more advanced AI capabilities for understanding video content. More updates to the experience are expected as the testing expands.
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