At the Cannes Lions International Festival of Creativity on Monday, Reddit unveiled its latest innovation: Reddit Community Intelligence, an artificial intelligence (AI) advertising engine. This launch coincides with the platform’s celebration of its 20th anniversary. Reddit emphasized that the new AI engine will introduce advertising tools that draw upon two decades of user-generated discussions and insights. Presently, the company is piloting two advertising products: Reddit Insights, a marketing analysis tool, and Conversation Summary Add-Ons, which feature positive user-generated content alongside ads.
In a blog post, the San Francisco-based company elaborated on these AI-driven advertising tools, illustrating how Reddit Community Intelligence will harness the platform’s extensive archive of over 22 billion posts and comments. This structured intelligence aims to facilitate more informed marketing strategies for brands. Both advertising products are currently in their early stages of development.
Reddit Insights
Photo Credit: Reddit
The first of these tools is Reddit Insights, touted as an AI-enhanced social listening resource that extracts actionable insights from two decades of Reddit conversations. It serves as a monitoring dashboard, equipped with multiple analytical tools that assist marketers in exploring and evaluating various campaign topics while also tracking cultural trends and consumer purchasing behaviors.
When users delve into a topic using Reddit Insights, they will receive various metrics, including a summary of conversations surrounding the topic, the most relevant subreddits, emerging trends, and top posts. This tool can also be leveraged to analyze brand perception.
Publicis Media, a French advertising and public relations agency, is among the first to trial Reddit Insights. The firm has reportedly utilized the tool to validate creative concepts, conduct competitive analyses, gather consumer feedback, assess brand sentiment, and anticipate cultural trends.
Conversation Summary Add-Ons
Photo Credit: Reddit
The second tool, Conversation Summary Add-Ons, employs AI to incorporate favorable user posts about a brand or product directly beneath its associated ad. An AI-generated summary accompanies these posts, providing what Reddit hopes will serve as “social proof” to facilitate quicker consumer decisions.
According to internal tests, this advertising feature reportedly leads to a 19 percent increase in clickthrough rates compared to traditional image ads. Notable early adopters of this tool include the game developer Jackbox Games and the electric vehicle manufacturer Lucid.
