YouTube is rolling out a generative artificial intelligence search feature, accelerating its shift toward becoming a broader search platform and reshaping how users find information on the service.
According to industry sources on the 29th, YouTube introduced an AI search tool called “Ask YouTube” for Premium subscribers ages 18 and older in the United States. The feature combines text and video in its results.
When users type detailed questions — such as about travel itineraries or recipes — the AI first summarizes key points in text, then presents related videos and specific segments as clips in a step-by-step format. Unlike the previous approach of listing videos that match keywords, the tool puts an answer first and uses video to support it. That allows users to find needed information without scanning long videos.
The move comes as information-seeking habits shift. According to CJ MezzoMedia’s “2026 Target Report,” released the same day, social media accounted for the largest share of information channels among people in their 20s. Among women, social media usage reached 62%. The share of information exposure through video channels was 44% for men and 41% for women, similar to or higher than portal-site search at 33% for men and 42% for women.
YouTube’s influence is also evident in search behavior. Among people in their 20s, the share using YouTube to look up information was 47% for men and 39% for women. For men, YouTube ranked as a major channel after Naver at 52% and Google at 51%.
Online video has become a central way people consume information. In internet activities among those in their 20s, “watching online video” was the top category at 67% for women and 52% for men. Average daily viewing time was about 1 hour and 50 minutes. Short-form video use reached 98%, and YouTube Shorts use was in the 80% range, the report said.
Experts said the strategy reflects Google’s push to strengthen its position in search while maximizing the value of video content. Choi Byeong-ho, a research professor at Korea University’s Artificial Intelligence Research Institute, said the impact could be significant as learning, hobbies and even political activity increasingly center on YouTube.
He said the shift could go beyond text-based search to enable video-driven connections such as extracting specific scenes, searching by people or style, and analyzing time-and-place context. He added that combining search AI with generative AI features could further increase users’ dependence on the platform.
* This article has been translated by AI.
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