YouTube Launches AI-Powered Shopping Tools in India to Enhance Creator-Led Commerce

On October 10, YouTube announced the rollout of AI-powered shopping tools in India for creators in its Shopping Affiliate programme. Features include automatic product tagging when mentioned in videos, swapping brand segments in long-form content, and linking brands’ websites in Shorts. AI identifies peak viewer interest, enhancing creators’ manual tagging abilities. Nykaa and Purplle joined as merchant partners, allowing creators to monetise content further alongside Flipkart and Myntra. YouTube Shopping has paid ₹21,000 crore to creators over three years, with over 40% of eligible Indian creators enrolled. Shopping-related watch time has grown 250%, highlighting YouTube’s influence on purchase decisions.