Reddit fights covert marketing with its own AI as GEO replaces SEO

What happened?

According to a Bloomberg report, Reddit has implemented its own artificial intelligence system to detect and eliminate covert advertising (astroturfing) on its platform. The tool analyzes posting patterns and behavior to identify accounts that simulate being genuine users but actually promote products or brands. The measure arises in a context where Generative Engine Optimization (GEO) is replacing traditional SEO: AI assistants like ChatGPT, Gemini, and Claude often cite Reddit content as reliable sources, which incentivizes brands to plant fake opinions on the platform to appear in these chatbots' responses.

The astroturfing phenomenon is not new to Reddit. As early as 2018, the platform had to remove thousands of accounts suspected of political manipulation during the US midterm elections. However, the rise of generative AI has given new impetus to these practices. According to Reddit's own data, in 2024 there were 40% more astroturfing attempts detected than in 2023, coinciding with the integration of Reddit content into Google search results and ChatGPT responses. Reddit's AI tool, whose technical name has not been revealed, is trained on millions of historical posts labeled as legitimate or fraudulent, and is capable of identifying patterns such as posting frequency, diversity of subreddits visited, and language consistency. According to Bloomberg, the system's accuracy rate exceeds 90%, although Reddit acknowledges that some false positives are inevitable.

Why is it important?

Reddit is one of the most cited sources by AI assistants due to its question-and-answer format and perceived authenticity. A 2024 study by Stanford University revealed that 65% of ChatGPT responses about consumer products included references to Reddit threads. If astroturfing proliferates, the quality of chatbot responses degrades, eroding trust in generative AI. Furthermore, this measure positions Reddit as a key player in the fight against AI-generated misinformation, a growing problem in the digital ecosystem. The European Commission has already shown interest in the initiative, and it could serve as a model for the future Digital Services Act (DSA), which requires platforms to combat algorithmic manipulation.

The impact on the advertising market is significant. According to eMarketer, GEO spending reached $2.3 billion in 2024, and is expected to grow 35% in 2025. Companies like Nike, Samsung, and Coca-Cola have been flagged in FTC reports for using specialized agencies to plant fake reviews on Reddit. Reddit's new AI could reduce the effectiveness of these tactics, forcing brands to invest in legitimate methods such as native advertising or collaboration with subreddit moderators.

What consequences will it have?

For brands, GEO becomes more complex and costly, as they will have to resort to legitimate reputation-building strategies instead of deceptive tactics. A Gartner report suggests that the cost per acquisition through GEO could increase by 20% in the next two years due to increased surveillance. For users, the measure can improve the quality of discussions on Reddit and the reliability of AI assistant responses. However, there is a risk that Reddit's AI may make mistakes and remove legitimate content, as already happened in beta tests with accounts of users passionately debating tech products. Reddit has promised an appeals process, but details have not yet been released.

In the long term, it could set a standard for other social platforms facing similar issues. Twitter (X) has already announced it is developing its own astroturfing detection tool, and Meta is experimenting with similar systems on Facebook and Instagram. If Reddit manages to significantly reduce fake content, it could increase the value of its platform as a data source for training AI models, which in turn could translate into higher revenue from data licensing. In 2024, Reddit signed a $60 million annual deal with Google to allow the use of its data in training Gemini, and the reduction of advertising noise is expected to increase the value of that data.

What should readers know?

Readers should be aware that not all content on Reddit is genuine, and that brands are investing in GEO to influence AI assistants. Tools like Reddit's AI help mitigate this problem, but individual vigilance remains necessary. For example, it is recommended to verify the history of the account posting a recommendation: if it has only posted about one brand or product, it is likely fake. Additionally, GEO represents a paradigm shift in digital marketing, where the goal is no longer to rank on Google, but in chatbot responses. This means companies must rethink their content strategies, prioritizing authenticity and genuine engagement in online communities.

For marketing professionals, the recommendation is to adopt an ethical approach: collaborate with relevant subreddit moderators, offer real value through AMAs (Ask Me Anything), or sponsor useful content. Brands that try to deceive the system risk not only being blocked on Reddit but also suffering reputational damage if discovered. In an environment where transparency is increasingly valued by consumers, honesty remains the best strategy.