YouTube is expanding its artificial intelligence (AI) capabilities across creator tools, content discovery and shopping, introducing a new set of features designed to change how videos are made, recommended and monetised.
The Alphabet-owned platform announced the updates at its annual Made on YouTube event in New York on Wednesday. The rollout includes a Gemini-powered assistant for video editing, new tools to protect creators’ identities, AI-assisted moderation and more personalised viewing options.
The announcement also brings changes to YouTube Studio, Shorts, YouTube Create and the platform’s shopping ecosystem, with features aimed at both creators and viewers.
YouTube Brings Gemini AI Into Video Editing
One of the key additions is a Gemini-powered assistant coming to Shorts and YouTube Create. The tool is designed to simplify editing by helping creators trim pauses, edit clips and synchronise music.
YouTube Studio is also receiving new AI-powered capabilities to support creators during the content development process. These include feedback on video drafts, thumbnail generation tailored to an individual channel’s style and the ability to test up to three versions of a video cut.
The new features could give creators more ways to refine their content without having to manage every editing task manually. By bringing these capabilities into its existing tools, YouTube is expanding the role of AI in the video production process.
New AI Tools Target Comment Moderation and Identity Protection
YouTube is also introducing additional tools to help creators manage their channels and protect their identities.
The platform is testing an opt-in AI comment moderation system that can adapt to a creator’s preferences. The feature is intended to give creators more control over how comments are moderated on their channels.
Meanwhile, YouTube is expanding its likeness-protection technology to include both voice and facial detection. The expanded system is designed to help creators identify and protect against unauthorised use of their identity.
The move adds another layer to YouTube’s creator protection efforts, particularly as AI-generated content makes it easier to reproduce a person’s voice or appearance.
YouTube Shopping Affiliate Programme to Reach 35 Countries
Shopping is another major focus of the announcement, with YouTube planning to expand its Shopping affiliate programme to 35 countries by the end of the year.
More than 1.3 million creators are already enrolled in the programme, which allows participating creators to connect audiences with products through their content.
YouTube also plans to introduce Amazon product tagging for creators in India and Brazil. The feature will allow eligible creators to tag Amazon products in their content, creating another route for viewers to discover products while watching videos.
In addition, YouTube is introducing location-based product offers, allowing viewers in different markets to see shopping deals tailored to their location.
The changes reflect YouTube’s continued effort to bring product discovery and creator monetisation closer to the video-watching experience.
Custom Feeds Let US Viewers Organise Their YouTube Homepage
For viewers in the US, YouTube is introducing Custom Feeds across web, mobile and TV.
The feature will allow users to save homepage tabs based on their interests, including categories such as documentaries and DIY content. Rather than relying entirely on a single homepage feed, viewers will have more control over how they organise the content they want to watch.
YouTube is also expanding Ask YouTube, its interactive search experience, with support for shopping-related questions and follow-up interactions.
The feature will include product comparison tables, while TV users will be able to interact through voice-based commands.
These additions are designed to make it easier for viewers to explore content, ask questions and compare products without leaving the YouTube experience.
YouTube Expands AI, Personalisation and Commerce Across Its Platform
The latest Made on YouTube announcements highlight the platform’s broader focus on combining AI-assisted creation, personalised discovery and shopping.
For creators, the updates bring more editing assistance, channel management options and identity protection tools. For viewers, Custom Feeds and expanded Ask YouTube capabilities offer new ways to navigate content and explore products.
With its Shopping affiliate programme set to reach 35 countries and Gemini-powered tools entering its creator ecosystem, YouTube is extending AI and commerce into more parts of the platform.
The updates span content creation, audience engagement and product discovery, positioning YouTube to offer creators and viewers more integrated tools within a single video platform.
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