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The chatbots took on a variety of false guises and many of them were convincing. (Image credit: Mateusz Slodkowski/SOPA Images/LightRocket via Getty Images)
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Reddit has announced the launch of two new AI-powered advertising tools designed to help brands boost engagement by tapping into the platform’s user conversations, according to a statement from the company on Monday.
The first tool, “Reddit Insights powered by Community Intelligence,” uses artificial intelligence to provide marketers with real-time insights for campaign planning. It identifies trending topics on the platform and allows brands to test ideas before launching full-scale campaigns.
The second feature, “Conversation Summary Add-ons,” enables brands to showcase “positive” user comments directly beneath ads. This integration highlights genuine community sentiment about the product or subject being advertised.
Platforms like Reddit, Snap (SNAP.N), and Pinterest (PINS.N) are increasingly relying on AI-powered advertising and targeting solutions to stay competitive in a tight ad market shaped by ongoing economic uncertainty.
According to Reddit’s Chief Operating Officer Jen Wong, France-based advertising giant Publicis Groupe (PUBP.PA) is already using the Reddit Insights tool. A broader rollout to additional ad agencies is scheduled for July.
The announcement follows a recent revision by WPP Media, which lowered its global ad revenue growth forecast from 7.7% to 6%, citing challenges stemming from evolving U.S. trade policies. The group noted that brands are likely to prioritize more adaptable advertising agreements and accelerate the use of AI in ad creation and audience targeting.
In May, Reddit projected second-quarter revenue above Wall Street expectations. However, CEO Steve Huffman noted that the platform anticipates some disruptions in traffic flow due to changes in Google’s search performance.
Earlier in March, Reddit also released upgraded content moderation and analytics tools aimed at helping users stay within community guidelines and track how their content is performing.
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