YouTube News

YouTube announced A/B tests of full videos for audiences

Studio will serve different cuts of the same upload to separate audience segments.

By The Creator Wire Staff Published Sept. 25, 2026

Neal Mohan said at Made on YouTube in New York that YouTube Studio will soon let creators A/B test entire videos, not just thumbnails, routing different versions to different audience segments.

Studio already runs automatic thumbnail A/B tests and can suggest pacing and structure for uploads before they publish.

Mohan told the crowd at Google's Hudson River office that YouTube had shipped more than 3,000 product updates and improvements since the start of 2026.

"Our approach has always been to use AI to empower human creativity, and to do it responsibly," Mohan said.

YouTube said Studio will also roll out a conversational editing assistant that accepts natural-language prompts inside its creation apps.