YouTube’s latest experiment brings its conversational AI tool to TVs

YouTube Expands Conversational AI to Smart TVs, Challenging Rivals in the Living Room Tech Race

In a bold move that underscores the intensifying competition for dominance in living room technology, YouTube has announced the expansion of its conversational AI tool to smart TVs, gaming consoles, and streaming devices. This strategic rollout marks a significant leap in how viewers interact with content, bringing the power of AI directly to the largest screen in the home.

Initially launched in 2024 for mobile and web users, YouTube’s conversational AI feature now allows TV viewers to engage with videos in unprecedented ways. By simply clicking the “Ask” button on their screen, users can summon an AI assistant capable of answering questions, providing context, and offering recommendations—all without ever leaving the video they’re watching. Whether it’s inquiring about a recipe’s ingredients, the backstory of a song’s lyrics, or details about a documentary’s subject, the AI delivers instant, relevant answers.

The feature is currently available to a select group of users aged 18 and older, supporting multiple languages including English, Hindi, Spanish, Portuguese, and Korean. This multilingual support reflects YouTube’s global ambitions and its recognition of the diverse audiences that rely on its platform.

The Living Room Battle Heats Up

YouTube’s expansion comes at a pivotal moment. According to a Nielsen report from April 2025, YouTube now accounts for 12.4% of total television audience time in the United States, surpassing major competitors like Disney and Netflix. This milestone highlights the platform’s growing influence in the living room and sets the stage for a fierce battle among tech giants to capture viewer attention.

Amazon, for instance, has rolled out Alexa+ on Fire TV devices, enabling users to engage in natural, conversational interactions. With Alexa+, viewers can ask for tailored content recommendations, search for specific movie scenes, or inquire about actors and filming locations. Roku has similarly enhanced its AI voice assistant to handle open-ended questions about movies and shows, such as “What’s this movie about?” or “How scary is it?” Netflix, too, is testing its own AI-driven search experience, signaling that the race to integrate AI into the TV experience is well underway.

YouTube’s Broader AI Strategy

The conversational AI expansion is just one piece of YouTube’s broader strategy to leverage artificial intelligence for an enhanced viewing experience. In recent months, the company has introduced several AI-driven features aimed at making content more accessible and engaging.

One notable addition is an automatic video enhancement tool that upscales lower-resolution uploads to full HD, ensuring a consistently high-quality viewing experience. YouTube has also launched a comments summarizer, which helps viewers quickly catch up on video discussions, and an AI-driven search results carousel that surfaces relevant content more efficiently.

In January, YouTube announced that creators will soon be able to produce Shorts using AI-generated versions of their own likeness, opening up new creative possibilities and further blurring the lines between human and machine-generated content.

Immersive Experiences and the Future of TV

YouTube’s commitment to innovation extends beyond conversational AI. Last week, the company launched a dedicated app for the Apple Vision Pro, allowing users to watch their favorite content on a theater-sized virtual screen in an immersive environment. This move signals YouTube’s intent to stay at the forefront of emerging technologies and deliver cutting-edge experiences to its users.

As the battle for the living room intensifies, YouTube’s latest move positions it as a formidable player in the race to define the future of television. By integrating conversational AI into the TV experience, YouTube is not only enhancing viewer engagement but also setting a new standard for how audiences interact with content.

With competitors like Amazon, Roku, and Netflix also investing heavily in AI-driven features, the coming months are likely to bring even more innovations aimed at capturing the attention of viewers in an increasingly crowded digital landscape. For now, YouTube’s expansion of conversational AI to smart TVs represents a significant step forward—one that could reshape the way we watch, learn, and engage with video content in the years to come.

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