Reddit's new AI tools turn real talk into ad power

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Reddit is bringing 20 years of human conversations to the marketing table with the launch of 'Reddit community intelligence', unveiled at the Cannes Lions International Festival of Creativity.

Billed as a new era for community-driven marketing, the initiative taps into more than 22 billion posts and comments on the platform to generate structured insights for brands, helping them plan campaigns, validate ideas and connect with high-intent communities in a more authentic way.

As part of the rollout, Reddit introduced two alpha-stage tools: 'Reddit insights' and 'Conversation summary add-ons'.

Don't miss: Why Reddit's ad hiding feature isn't so bad for brands

'Reddit insights' is an AI-powered social listening tool that leverages proprietary metadata to surface real-time insights for campaign planning, creative validation, cultural analysis and brand health monitoring.

Publicis is Reddit’s exclusive alpha partner, with teams already using the tool to help brands such as The Hershey Company and Comcast identify new audiences, refine messaging and track sentiment shifts.

Meanwhile, 'Conversation summary add-ons' place relevant community commentary beneath advertiser creatives, merging AI summarisation with genuine user voices to deliver social proof.

Early tests have shown the format can boost ad performance, with a 19% lift in clickthrough rates compared to standard image ads, alongside stronger relevance scores and deeper engagement. Jackbox Games and electric vehicle brand Lucid are among the first to trial the feature, with Lucid using it to surface organic conversations around its Lucid Air and Lucid Gravity models in car-focused Reddit threads.

"We’re focused on building the best possible products powered by 'Reddit community intelligence', and tools such as 'Reddit insights' and 'Conversation summary add-ons' are just the beginning. Looking ahead, we will continue introducing innovations that redefine how brands deliver smarter outcomes while remembering the human," Reddit said in a statement.

Additionally, Jen Wong, chief operating officer at Reddit said, "These new products are features I’ve wanted to build since my first day at Reddit. In a world increasingly flattened by AI, the value of human content on our platform only grows. With 'Reddit community intelligence', we’re not just surfacing insights and conversations; we’re offering deep context, perspective, and the voice of real people at scale."

In tandem, Joel Lunenfeld, US CEO at Publicis Media Exchange said, "The new 'Reddit insights' tool has revolutionised how we understand and present brand sentiment – delivering authentic, real-time insights from Reddit that go beyond mentions to reveal what people genuinely love or want improved."

He added, “With intuitive visuals, audience discovery, and actionable analysis, it’s become an indispensable asset for campaign planning, client pitches, and performance tracking. This allows teams to react quickly, find whitespace, and build deeper brand trust through community-driven intelligence."

The announcement comes as tech giants race to integrate AI into their ad ecosystems. Meta recently expanded its ‘Advantage+’ and ‘Business AI’ offerings with new generative AI tools designed to improve campaign performance and enhance brand creativity across Facebook, Instagram, Messenger and WhatsApp.

Meanwhile, TikTok is pushing its own version of AI-powered marketing, bundling creator tools, trend data, and mid-funnel buying formats into what it’s pitching as the next frontier of growth.

At its fifth annual TikTok World event, the platform launched new products aimed at turning attention into action and culture into commerce. That launch coincided with a local campaign in Australia, "The consideration gap", where TikTok AUNZ head of partnerships Amy Bradshaw said the platform’s latest suite is built to “turn engagement into impact.”

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