At its Made on YouTube event, YouTube unveils Custom Feeds, an LLM-powered feature that lets users generate and save tailored homepage video feeds, for US users (Reece Rogers/Wired)

YouTube’s new LLM-powered Custom Feeds feature lets users generate and save highly personalized homepage video feeds, reinforcing how AI is becoming a core driver of content discovery, engagement, and retention. For technology leaders, this signals rising user expectations for more adaptive digital experiences and highlights the strategic importance of combining generative AI with recommendation systems while managing trust, relevance, and data governance. IT organizations should view this as another example of personalization shifting from a nice-to-have to a competitive requirement across customer-facing platforms.