Brands are planting fake posts and comments on Reddit to manipulate AI chatbots like ChatGPT and Gemini into recommending their products — a practice known as Generative Engine Optimisation (GEO). Reddit is fighting back using its own LLM-based detection systems, which caught 25,000 spammy posts per day in Q1, reducing user exposure by 20% year-on-year. Human moderators still handle over half of removals. Marketers are undeterred, with agencies like ReachLLM actively gaming the system, and GEO startups like Profound reaching $1bn valuations.
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