YouTube introduces AI-powered custom feeds for personalised playlists

YouTube has launched a new artificial intelligence-powered feature designed to help users create personalised video playlists based on their interests and routines. The feature, called “Your custom feed”, allows viewers to generate curated collections of videos by entering simple text prompts.

The rollout comes shortly after YouTube introduced a separate tool to identify and label AI-generated videos on its platform. While that feature focused on improving transparency around synthetic content, the latest addition uses AI to enhance content discovery and playlist organisation for viewers.

AI prompts create personalised viewing experiences

The new feature appears as a “Your custom feed” option at the top of the YouTube homepage. Users can tap the feature and enter prompts describing the type of content they would like to watch. The platform then generates a tailored feed of videos that matches those interests.

Google provided several examples of prompts that users could enter. These include requests such as “15-minute HIIT workouts that don’t need any equipment and zero jumping” and “deep-dive tech podcasts to learn more about using AI for work”. The generated playlists can then be revisited easily by pinning them to the top of the homepage.

Users can also update or refine their prompts at any time through a text box at the top of the custom feed. This allows the AI-generated playlist to evolve as interests or viewing habits change.

The feature reflects a growing trend among technology companies to integrate generative AI into consumer products. Platforms are increasingly using AI tools to personalise recommendations and simplify content discovery, particularly as online libraries continue to expand rapidly.

YouTube’s recommendation systems have long relied on algorithms that track watch history and viewing behaviour. However, the new prompt-based approach gives users more direct control over the content they want to see, rather than relying solely on automated suggestions.

Competition grows in AI-powered content discovery

YouTube is not the first platform to experiment with AI-generated playlists and recommendation tools. Earlier this year, Spotify introduced its Prompted Playlist feature, which uses AI prompts to create personalised music and podcast playlists.

The rise of these tools highlights how major technology companies are competing to make AI-driven experiences more central to their platforms. By allowing users to describe their interests in natural language, companies hope to make content discovery faster and more intuitive.

Industry analysts have noted that AI-based recommendation tools could increase engagement by helping users find highly specific content more efficiently. Rather than manually searching for videos or browsing categories, viewers can rely on AI to assemble collections suited to their preferences.

At the same time, some observers have raised concerns about how AI-curated feeds may influence viewing habits and content exposure. Recommendation systems have faced scrutiny in recent years over their potential to create narrow viewing patterns or reinforce existing interests.

YouTube has not disclosed further technical details about how the custom feed feature operates or how prompts are processed. However, the company confirmed that users must have their YouTube search and watch history enabled to access the feature.

Feature rollout begins in the United States

The “Your custom feed” feature is currently being rolled out to signed-in users in the United States. It is available on both mobile and desktop devices for users accessing YouTube in English.

The limited release suggests that YouTube may expand the feature gradually before introducing it to additional regions and languages. Technology companies commonly use phased launches to test performance, gather feedback and refine AI-powered tools before wider deployment.

Google has continued to increase its investment in artificial intelligence across its services over the past year. The company has integrated AI capabilities into products, including Search, Workspace and Android, while also adding generative AI tools to YouTube and other consumer platforms.

For YouTube, the latest feature represents another step towards making AI a more visible part of the user experience. As competition intensifies among streaming and content platforms, personalised recommendations are becoming an increasingly important way to attract and retain viewers.

The company has not announced when the feature will become available outside the United States or whether additional customisation options will be introduced in future updates.