At Thursday’s NewFronts event, YouTube focused on how its new tools help connect brands to creators.

These tools include a new creator partnerships hub and Insights Finder planning tool, which use artificial intelligence to seamlessly connect brands to creators. Advertisers can search by keywords, and using AI, the tool searches through YouTube videos to find creators that best exemplify the search term.

Insights Finder then reveals specific information about the creator and their videos. When a creator has been selected, the advertiser can go to the creator partnerships hub, which is part of Google Ads, and send a request for collaboration to the creator. The request then appears in their Creator Studio.

YouTube will also be bringing partnership ads, a new ad format, to Display & Video 360 (DV360). Partnership ads, powered by BrandConnect, let brands incorporate YouTube creator video into ad campaigns across the Google Ads platform. Organic data segments can be created with this format to get detailed audience demographics information and view metrics for linked videos.

To better connect brands to the trust that consumers have in creators, YouTube has also unveiled a pilot program for creator Takeovers. This format enables creators and brands to partner on a branded creator intro that will play ahead of videos to reinforce to viewers that the creator does support and endorse the brand sponsor.