Reddit is introducing artificial intelligence into its advertising business, launching two new features on Monday to help brands engage with the platform’s users in conversation. The social media giant hopes these tools will help marketers create more effective campaigns that resonate with their communities.
The first new tool, called “Reddit Insights,” is designed to help advertisers with their planning. It utilizes AI to analyze real-time conversations across the site, enabling marketers to identify trends and test campaign ideas before launch.
The second feature, “Conversation Summary Add-ons,” is more direct. It allows brands to automatically extract “positive” user comments from discussions and display them directly underneath their ads. The idea is to use authentic user feedback as a form of social proof for the product or service being advertised.
With this move, Reddit joins other platforms, such as Snap and Pinterest, in a race to offer smarter, AI-driven tools. They are all fighting for ad dollars in a competitive market where economic uncertainty has made brands more careful with their spending. Major ad group WPP has recently lowered its forecast for global ad revenue growth, noting that advertisers are seeking more flexible and effective tools.
This launch comes at a crucial time for Reddit. Last month, the company provided a strong revenue forecast but also warned that traffic from Google searches might experience some disruption. By enhancing its ad platform, Reddit is working to strengthen its core business and provide brands with a stronger incentive to invest in the site.
