Brands and marketing agencies are increasingly using Reddit to manipulate AI search results, forcing moderators to adopt new detection strategies.

Reddit has become a primary target for marketers attempting to influence AI-generated search responses and LLM citations. As AI tools like ChatGPT and Gemini increasingly rely on Reddit for information, brands are deploying subtle, often automated, promotional tactics to gain visibility. This shift has placed significant pressure on volunteer moderators to identify and remove coordinated spam campaigns designed to game search engine optimization.

The Rise of Generative Engine Optimization

Reddit’s influence on search has grown as users increasingly append "reddit" to queries to find authentic, human-generated content. Data from Semrush indicates that in May, Reddit was the most-cited domain by major AI tools, including ChatGPT, Perplexity, and Google’s Gemini. Because AI models are trained on this data and cite it in responses, marketers are now using "generative engine optimization" (GEO) to ensure their brands appear in AI-generated answers, even without traditional backlinks.

Moderators Combat Evolving Spam Tactics

Subreddit moderators are reporting more sophisticated spam, such as accounts that pose questions to trigger brand-friendly responses or use self-deprecating testimonials to appear authentic. In response, communities like r/SkincareAddiction have implemented stricter keyword filtering and automated bans for suspected marketing bots. Moderators note that even detailed, seemingly helpful posts are now viewed with suspicion if they appear to be part of a coordinated effort to promote a specific product or brand.

Reddit’s Institutional Response

Reddit has acknowledged the challenge, stating that spam tactics evolve alongside new technologies. In early July, the company announced it is using AI and LLMs to enhance its own spam detection systems. According to Jared Nelson, Reddit’s senior director of global corporate reputation communications, the platform currently blocks 23 million spam views and catches 25,000 spammy posts and comments daily. The company continues to monitor account creation patterns and coordinated manipulation across the platform.