Google announced on Wednesday that YouTube will add a new personalization feature: “Custom feeds,” a tool powered by artificial intelligence that allows users to tailor the platform’s recommendations using natural language instructions.
The feature lets viewers specify what they want to see not only through standard settings but also by typing or speaking simple commands. Users can request things like “latest news” or define a mood or format — Google gave an example such as “evening unwind with long documentaries” — and the AI will adjust the feed accordingly.
If a user no longer wants the custom feed, they can switch back to YouTube’s regular algorithm at any time or further edit and refine their custom feed.
Google noted that similar natural-language personalization experiments have appeared at other services, including Spotify and Instagram, though those implementations are still relatively early-stage.
The Custom feeds feature will be available in the United States at launch; Google said it could expand to Europe later, but provided no firm timeline.
Why this matters
The move reflects a broader shift among video platforms toward natural language control and more granular personalization. Such tools can give users finer control over recommendations, but they also raise questions about algorithmic transparency and how user data is used, particularly as the feature moves beyond its initial regional rollout.
