Reddit combats AI-generated marketing spam using its own artificial intelligence.

      More individuals are turning to ChatGPT rather than Google for information. Consequently, marketers are creating false opinions on Reddit with the hope that these will be echoed by chatbots. In response, Reddit is employing AI technology to counter this issue.

      Reddit is facing a unique spam challenge, as brands engage in stealth marketing practices, according to Bloomberg. They are creating posts and comments that appear to be authentic user opinions with the aim of having AI chatbots, like ChatGPT and Gemini, cite them as legitimate advice.

      Reasons for Reddit's appeal

      Both OpenAI and Google pay Reddit for its content, as chatbots rely on the platform due to the trust users have in its candid, human discussions. This trust makes Reddit a frequently referenced source in AI responses, making it an ideal target for manipulation. By crafting the right discussion thread, a chatbot may recommend a product as if it was endorsed by a real user. This tactic is central to a rapidly emerging field known as generative engine optimization, or GEO, which can be viewed as an AI-era evolution of search engine optimization.

      Combating AI with AI

      Reddit is now using similar technology to combat spammers. The platform's enhanced systems identified 25,000 "spammy posts and comments" daily in the first quarter, according to the company. This has reduced user exposure by 20 percent year over year. Advanced language models are now capable of detecting “the subtle, coordinated patterns of fake activity and artificial promotion” that older tools failed to recognize. Additionally, Reddit evaluates new accounts for warning signs prior to allowing them to post.

      Humans remain crucial in managing these efforts. Community moderators accounted for over half of all content removals in the latter half of 2025, Reddit reported.

      An ongoing struggle

      Despite these developments, marketers are not backing down. Shanzila Ahmed, who manages the agency ReachLLM, claims that she has successfully placed client posts within ChatGPT within a day, although some were later removed by Reddit. She described her approach as a comprehensive strategy, stating, “We just need to keep pushing out good new content at regular intervals.” Investors are also recognizing the potential in this area, as demonstrated by the GEO startup Profound, which reached a valuation exceeding $1 billion this year. It represents a new wave of companies designed to increase brand visibility to AI.