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YouTube is turning its TV app into a one-stop shopping platform — here ...
(Image credit: Shutterstock / Juan Alejandro Bernal) YouTube unveiled new features at its Brandcast event for advertisers and brandsIts new Buy with Google Pay tool lets you buy products from ads in YouTube's TV app The company also announced two new AI-powered features YouTube’s TV app is about to get a new function, but it has nothing to do with upgrading your viewing experience — instead, the company wants to make shopping through its ads a lot more convenient.At its annual Brandcast event on May 13, YouTube unveiled a series of new features designed to “connect brands to YouTube's most impactful cultural moments and trending conversations”, the company says in its blog post. One of those features is Buy with Google Pay, a tool that will allow you to buy products “with just two clicks” from ads right from YouTube’s TV app interface on smart TVs and streaming devices.This marks the next step in YouTube’s expansion of shoppable ads. Last year the company revealed its interactive product feed allowing advertisers to list products on the right side of the screen while ads play in between videos, allowing you to click on the listing where it will then display a QR code for you to scan with your phone to take you through to the purchase link.Targeting pain pointsWith this new functionality, YouTube targets a pain point with TVs, as entering payment details onto larger devices can be quite a process. Allowing viewers to purchase through ads by using the payment details already stored in their Google account removes this hassle.Not only this, but more users are flocking to YouTube’s TV app for bigger viewing, which has opened a gap for the company to take advantage of. With more viewers using YouTube on smart TVs and streaming devices it creates an opportunity for YouTube to push more advertisers and their products to more people — but could really take a toll on impulsive purchasing habits.Aside from the expanded commercialization of its TV interface, YouTube is rolling out even more features to go alongside it, and two of them are powered by AI.As per YouTube’s announcement, its Custom Sponsorships tool uses AI to “dynamically surface videos tailored to a brand’s desired moment”. In other words, brands won’t need to manually select channels and content categories where they want their ads to be displayed.Sign up for breaking news, reviews, opinion, top tech deals, and more.YouTube also unveiled Multimodal Video Creation, which uses Google AI models such as G...
YouTube Introduces New AI Advertising And Shopping Tools For Brands
YouTube unveils new AI-powered advertising, creator and commerce tools at Brandcast 2026. YouTube has introduced a new suite of advertising products at its annual Brandcast event, focusing on Connected TV commerce, AI-powered creative tools and creator-led brand integrations. The updates reflect YouTube’s broader push to position itself as a full-funnel advertising platform where brand awareness, creator marketing and direct commerce operate together within a single ecosystem. One of the biggest announcements was a new feature called “Buy with Google Pay,” designed to enable viewers to complete purchases directly from television screens using two-click transactions. The feature aims to transform Connected TV advertising from a reach-focused format into a direct commerce channel. Also Read: YouTube Expands Creator Tools, Boosts Monetization, Tightens Safety Measures Globally YouTube is also expanding the role of artificial intelligence within advertising workflows by integrating Google’s AI models, including Google Gemini, Nano Banana and Veo. Among the new AI-powered tools announced was a multimodal video creation system that allows brands to generate advertising videos directly from creative prompts and briefs. The platform also introduced “Custom Sponsorships,” an AI-driven product designed to place brand videos alongside trending cultural conversations and real-time online moments dynamically. Another addition, “Custom Content Shelf,” expands YouTube’s Masthead advertising format by allowing marketers to curate collections of content alongside primary campaign creatives. At the event, YouTube also placed significant emphasis on creator-led entertainment and influencer marketing, positioning creators as the “new Hollywood.” The company announced exclusive creator-led programming opportunities for advertisers, including projects involving Alex Cooper and Kareem Rahma. Also Read: Unlocking B2B Success: How YouTube Ads Boost Brand Search and Lower CPL Creators Drive Commerce Growth: According to internal data shared by YouTube, viewers are 13 times more likely to search for a brand and five times more likely to purchase a product when a creator discusses it. The platform also cited a recent campaign by Coach, which reportedly generated a 60% increase in Gen Z brand awareness and a six-fold rise in consideration through creator partnerships. Beyond YouTube itself, Google also announced the expansion of its Commerce Media Suite through partnerships with Cos...
YouTube brings Google Pay checkout to CTV ads, expands AI tools for ...
At Brandcast 2026, YouTube announced new ad products across connected TV, AI-led sponsorships, affiliate partnerships, video creation and commerce media as it sharpens its full-funnel pitch to brands
YouTube Unveils Creator-Led Shows, AI Ad Tools, To Compete With TV ...
YouTube has unveiled a major push into creator-led television-style programming as it positions itself as the future of global media and streaming entertainment. The announcement was made during the company's annual Brandcast upfront event held at Lincoln Centre in New York, where YouTube executives pitched advertisers on why creators are now the new generation of
