The exec leading the push to translate the success of YouTube to YouTube Shorts is Aparna Pappu, an almost two-decade Google vet who was previously the GM of Google Workspace, or its productivity suite of Gmail, Google Docs, and more products. In early 2025, she took on a new position as a VP in a product role at YouTube, leading what the company internally calls creator community in Shorts.

Unlike short-form video competitors, Pappu’s view of Shorts focuses on the product in the context of all of YouTube. Key to its growth have been decisions like tapping Google DeepMind modeling experts to improve the platform’s understanding of posted videos and improve recommendation algorithms. “It’s actually a very hard technical problem to solve at global scale for every single person on this planet to find them exactly what they want to see and show it to them exactly when they want to see it,” she explains. For longform YouTube creators, the Shorts team has introduced tools like automatic thumbnail generation. That helps a generation of creators who earn their livings on the platform package their content for new audiences.

YouTube Shorts has a reputation for serving lower-quality content than other short-form video platforms. YouTube CEO Neal Mohan said at the beginning of this year that “reduc[ing] the spread of low-quality AI content” was a priority.

During our conversation, Pappu often describes what she—and other users–encounter on YouTube Shorts as a “chuckle.” “There are moments in the day where you might need a little mental reset,” she says. “Getting a chuckle” on YouTube Shorts could be that reset.

She also reports some surprising viewer behaviors. Just like YouTube has become a form of living-room entertainment, so has Shorts. “It’s actually a nice way to not have to decide what you want to watch,” Pappu says. “Sometimes you’re just in decision-fatigue mode, and you’re like, ‘Alright, just show me a bunch of stuff. I just need a chuckle, and I’m going to get it in a lean-back mode on the TV.”

Pappu says that what excited her about this role was “the opportunity to create interesting new ways in which you could consume content where AI could be assistive.”

“Shorts is part of a larger story,” she says. She means within YouTube—but that’s also true for the ways the entire world consumes information today.

Emma Hinchliffe
emma.hinchliffe@fortune.com

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PARTING WORDS

"I think it’s really important for kids to understand that you have to balance. You don’t have to be fully, fully focused on your dreams. One day they can destroy you."

— No. 1 women's tennis star Aryna Sabalenka in a new Time profile