YouTube has started rolling out AI-generated search results for its Premium members. This is a key stepping stone in Google's move toward AI-powered generative discovery. The latest AI feature now sits atop the YouTube search results page with related video thumbnails to play content instantly.
These AI summaries are designed to give quick insights to the user, according to their intent.
At present, the AI-generated search feature is exclusive to YouTube Premium subscribers. Premium users must enable this feature manually through YouTube's "Experimental Features" page. The feature summarizes the most relevant points of information from each video based on the search query.
This provides fast content discovery and improved readability and comprehension. Google will likely expand upon this and make it available to non-premium users as well.
AI-generated summaries may reinvent ordinary viewer practices. Users will get the highlights up front and may not feel compelled to watch the entire video. This would mean fewer interactions, like comments, likes, shares, and subscriptions.
Users will notice the same patterns in web search, where generative AI responses are starting to siphon off traffic from news sites and bloggers.
According to a study by TollBit, generative AI search results cause publishers to lose as much as 96% of referral traffic in comparison to traditional Google Search. Google, on the other hand, says the AI clicks are making sure links get better quality traffic.
Concerns remain about the revenue implications (in the long term) for content creators and media companies. YouTube creators could also see an impact if the AI summaries lower the views and ad impressions on their videos.
YouTube's shift to AI search is a bold transformation in the path users follow in finding and watching video content. While this new feature increases the efficiency of searching, it may disrupt traditional metrics of creator success and monetization of artists.
More AI tools, such as Veo 3, will also arrive on Shorts in a few months, according to CEO Neal Mohan. Through this addition, the balance between discovery, engagement, and revenue synergy continues to evolve in the creator economy.