#85 – AI Trust Now Starts on Reddit, Not Google

Why Reddit Is Driving the Conversation in AI Search

Search is changing again, but this time the shift is happening inside the conversations people have, not the keywords they type.

For years, we focused on optimising for short queries. Today, people move through messy questions, real-life problems, and community conversations that AI systems now read, learn from, and often answer before the user ever reaches a website.

And Reddit is right at the center of this shift.

What Reddit really shows us

Reddit appears in nearly every product-related search because it solves problems traditional marketing content can’t. It’s also frequently cited when users look for specific advice or information on niche topics.

So why do AI searches favor it as a source?

People want honest, peer-level advice.

Not polished product pages. Not generic reviews.

They want someone who has actually tried the thing, lived with it, broken it, fixed it, and can tell them what really matters.

AI systems pick up on this. They cite Reddit because it feels real. It feels like context.

And that context becomes the fuel for the recommendations users see.

The real journey people take.

One of the best examples is the wool carpet problem shared in a recent webinar. A simple question turns into a chain of discovery:

1. Why can’t I use a Dyson on a wool carpet?
2. What vacuum works on wool?
3. Is the Miele C1 safe?

Each answer shapes the next question. And sometimes an AI system collapses that entire journey into a single clear recommendation.

That is an enormous conversion power.

How Brands Can Use This Shift in Reddit-Driven Search

People don’t want to be sold to. They want validation.

They want to feel understood.

They want to feel smart about the decisions they make.

And the conversations that give them that validation are the ones AI agents learn from.

That is why Reddit is so influential right now. It mirrors how people actually think and decide.

Rankings are still useful, but they’re no longer the full picture. What matters now is:

• Are you the brand that shows up as the solution during the real problem-solving journey
• Do you appear in conversations where users reveal their true intent
• Do AI-referred users stay longer and explore more
• Do you provide the clarity and context machines need to recommend you

This is the new visibility. Not clicks. Not positions. Influence inside the systems that users trust.

Here’s what works now:

1. Listen to honest conversations. Not just keywords
2. Create content that solves real problems with context and honesty
3. Structure your information so machines can read it with confidence
4. Show real proof, real usage, real reviews
5. Track influence across conversations, not just traffic

The authenticity gap

Many big brands hesitate to admit limitations. But absolute trust comes from transparency. Saying “this product isn’t great for X, but it’s perfect for Y” builds more credibility than pretending everything is flawless.

People reward honesty because it feels like someone is finally talking to them, not at them.

The takeaway:

Reddit is not the point. Reddit is the signal.

The fundamental shift is that AI systems are relying on human conversations to understand what people truly need.

If you want to win in the next era of discovery, focus on solving real problems, in real language, with objective evidence. Be the brand that understands the journey, not just the keyword.

At BrandLoom, we help brands build the clarity, structure, and trust needed to show up inside AI-powered journeys. If you want to become the brand that AI actively recommends, not just a link that users might click, we can help.

👉 👉 Book Your Free Strategy Session and learn how to make your brand AI-trusted, not just SEO-optimized.

P.S. If you missed our last edition, read:

#84 – Your Website Isn’t Competing for Clicks Anymore. It’s Competing for AI Trust

That’s all for now. Keep learning. Keep leading.
Yours Sincerely,