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AI Discovery

YouTube Adds Shopping Features to Ask YouTube AI Search Tool

YouTube announced shopping capabilities for Ask YouTube, its experimental conversational AI search tool, at the Made On YouTube event on September 23, 2026. Users searching for product reviews may now see results organized in comparison tables, and can ask follow-up questions about products directly on video watch pages.

By The Authority Desk3 min read
Image source: https://www.searchenginejournal.com/youtube-shopping-ask-youtube-ai-search/590662/

YouTube announced on September 23, 2026, that it is introducing shopping features to Ask YouTube, its experimental conversational AI search tool, at the company's Made On YouTube event. The update enables users searching for product reviews to receive organized video recommendations, including comparison tables listing product attributes and categories.

Johanna Voolich, YouTube's Vice President of Product Management for Viewer Products, described the update in the company's announcement: "When searching for reviews of a specific product, you may receive organized video recommendations, such as a comparison table that includes product attributes and categories based on your preferences. Once you click on a video that interests you most, you can continue asking more questions about the product directly on the video's watch page."

According to Search Engine Journal, the comparison tables are part of the search version of Ask YouTube, accessible through the search bar, while product follow-up questions are handled by a separate watch-page version accessed by clicking a button beneath a video. Voolich's announcement also notes that viewers can use voice commands to ask questions while watching on TV, a feature already documented in YouTube's watch-page help guide for smart TVs and game consoles.

The search version of Ask YouTube remains an experiment. Its help page states it is available to "a limited number of users in the United States searching in English on a computer, mobile, or TV device," with availability "gradually expanding to more users." Search Engine Journal noted this represents a broader audience than an earlier test, which was limited to U.S. Premium subscribers aged 18 and older on desktop.

The watch-page version of Ask YouTube has wider reach. Alphabet CEO Sundar Pichai stated during the company's Q2 2026 earnings call that "over 140 million users engaged with Ask YouTube on the watch page in June."

The Ask YouTube search help page explains that the tool's ranking system "prioritizes relevance, engagement, and quality," consistent with regular YouTube search. Search Engine Journal reported that neither Ask YouTube help page provides further detail on how videos are selected for responses, and that YouTube's September 23 announcement does not clarify the source of product attribute data appearing in comparison tables.

As of September 23, the search help page does not reference shopping, and states that Ask YouTube conversations are not used to show ads "in this experimental phase." The watch-page help page notes that eligible tagged products may appear in responses. YouTube has not provided rollout timing, geographic scope, or eligibility details for the new shopping capabilities.

Google has separately stated that the watch-page version of Ask YouTube will receive agentic video understanding capabilities "in the coming months."

Prepared with AI assistance and reviewed by the editorial team.

Sources

YouTubeAsk YouTubeAI SearchShoppingConversational SearchComparison TablesMade On YouTubeEcommerceProduct ReviewsGoogle

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