YouTube has developed an exciting new way to make us consider throwing our devices out the window. Meet “Peak Points“–a new ad format that uses AI to identify the most emotionally engaging moments in videos… and completely ruin them with ads.

The timing of these ads is almost poetically cruel. Powered by Google’s Gemini AI, this new system identifies the exact second you’re most invested, and then hits you with an ad.

YouTube hasn’t clarified whether these “Peak Point” ads will be skippable, but given their track record, I’m not holding my breath. Perhaps they’re saving that announcement for another exciting press release: “Introducing ‘Skip Points,’ the ability to skip ads for only $2.99 per skip!”

Of course, YouTube has a ready-made solution for those of us who find this intrusive: YouTube Premium. It’s a textbook strategy; create friction, then charge people to solve it.

To sum it all up: In the eternal battle between viewers and advertisers, YouTube has once again shown where its loyalties lie. But maybe I’m being too harsh. So here’s to you, YouTube—for ensuring that no emotional moment goes unmonetized. And here’s to the day AI becomes advanced enough to predict the exact second we’ll rage-quit a video.

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