A man watching YouTube on a tablet
New AI Assistant enhances YouTube Shopping experience for users
YouTube Shopping has launched a new AI feature to help creators more easily place their products in front of viewers and potential buyers.
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The online streaming giant announced the new feature in a blog on 16 September, saying it became necessary as its shopping marketplace continues to see unprecedented growth.
So far, the platform has seen 5X growth in merchandise over the last one year with more than 500,000 creators enrolled in the program globally as of July 2025.
Making shopping easier
The new AI feature helps creators and brands to easily tag products, identify the optimal moment a product is mentioned, and automatically display the product tag at that time.
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This is a way to capture the viewer’s interest at its peak, thus significantly increasing the chances of purchase.
The new feature is meant to benefit all creators, whether short or long-form by opening up new revenue streams and making brand collaborations more effective and easier to manage.
YouTube is also expanding the YouTube Shopping program to more creators and markets, including Brazil, and adding top merchants like Nike, Etsy, Best Buy, Shark Ninja, Michaels, and Michael Kors in the U.S., and Olive Young and ZigZag in Korea.
Later this year, the platform will begin testing the ability to automatically identify and tag all eligible products mentioned in videos.
Supporting creators
YouTube has been taking strategic steps lately to support creators and ensure that they are sufficiently rewarded for their hard work, while making it easier for them to reach viewers globally.
Just last week, the platform introduced a multi-language voice feature that allows viewers to watch a single video in different local languages without the creator having to dub their content in new languages.
This way, creators can easily earn more revenue without having to do the extra work of translating their content to several languages.
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