YouTube Unveils AI Tools to Boost Creator Earnings

YouTube chief executive Neal Mohan has outlined the video platform’s 2025 strategy, focusing on shifting user behaviours and AI-driven content.

In his annual address, Mohan shed light on the trends shaping YouTube’s future and how creators and users alike can benefit.

At the heart of his vision, Mohan positions YouTube as the “epicentre of culture,” noting its expanding influence across various cultural moments. 

“This was clear in the lead-up to the 2024 U.S. Presidential election… Joe Rogan’s interview with President Trump garnered 55 million views, while content from primetime comedy sketches and events like the Super Bowl found their way to YouTube,” he said.

YouTube’s growing role in the podcasting space was another key point. 

“We’ve long invested in the podcast experience,” Mohan said.

The platform plans to introduce new tools to enhance podcast creation and monetisation, making it easier for creators to grow their audiences and revenue.

Monetisation continues to be a major focus, with Mohan outlining plans to broaden income sources for creators beyond traditional ads. 

“Last year, more than 50% of channels earning five figures or more made money from sources other than ads,” Mohan revealed.

He cited the example of creators like Bora Claire, who has managed to generate hundreds of thousands in sales through shopping recommendations.

Channel memberships grew 40%, indicating creators’ success at diversifying revenue.

The shift in viewing behavior was another dominant theme. Mohan pointed out that Connected TV (CTV) is more popular than mobiles as the most viewed way of watching YouTube in the U.S., which reflects a sea change in how people watch content.

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Apart from enhancing the TV-watching experience, YouTube is launching features like “Watch With,” a functionality that allows creators to provide real-time commentary on events, and interactive experiences on second screens so that users can interact with videos on their phone when watching them on TV.

As it ventures into AI territory, Mohan highlighted how YouTube is considering expanding plans to develop more AI-powered tools to make content production easier.

Video thumbnail generation, title suggestions, and multilingual AI-generated audio are some of the AI advancements YouTube is exploring to boost creators’ output.

Additionally, Mohan addressed the app’s commitment to AI ethics, stating, “We’re developing tools to help individuals detect and control how AI is used to depict them on YouTube.”

Read Mohan’s full 2025 overview.