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SXSW 2020

How AI Created Reddit's Most Engaging Ad Ever

What happens when you combine a chatbot with a digital advertisement? We were curious ourselves, so we tried it – and the result was the most engaging Reddit ad of all time, with over 43,000 comments in the span of a few days. Why, and how did this experiment achieve the success it did? Could it be that automated conversation is the future of marketing? How much new value can brands tap into, if they can hold a consumer’s attention for minutes at a time, just by carrying out a good old-fashioned conversation? In this discussion, hear how a brand strategist, a creative, and a conversational technologist view the importance of community building, direct engagement, and the role of AI in scaling branded conversation for the masses.

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  1. Chatbots actually be useful and drive legitimate business goals—if they’re done properly. This is a case study in doing them properly.
  2. Human supervision is ultimately what made this chatbot so compelling
  3. Because of its community-driven nature, Reddit proved the perfect environment for this concept


  • Elizabeth Snower, VP Growth, Haptik
  • Rachel Weber, Brand Strategy Lead , Reddit
  • Sylvain Tron, Managing Director, McKinney LA, McKinney LA


Elizabeth Snower, Vp Growth, Haptik

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Level: Intermediate
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