AI can compare products, find the best price and recommend what to buy. But when it’s time to make the final decision, many of us still want to hear what other people think. Why is that, and what role does Reddit play in the new customer journey? That’s what we’re exploring in the third episode of SoMoCast.
Our latest guest is Andre Joel, Head of Sales Partnerships, EMEA @ Reddit, whose career also includes Google and Snap. In conversation with Petar Pavić, he shares his perspective on how we discover products, search for information and make purchasing decisions.
The customer journey is no longer a funnel. It’s a conversation.
We used to imagine a simple path from seeing an ad to making a purchase. Today, we might discover a product on TikTok, research it on Google, compare options using AI, watch reviews on YouTube and then head to Reddit to find out what people who actually use it have to say.
Those conversations are at the heart of the new episode. Andre explores why people increasingly turn to human experiences to validate AI recommendations, what makes Reddit different from other platforms and why trust plays such an important role in decision-making.
The conversation also tackles the brand perspective: how can brands become part of online communities without compromising their authenticity? What works differently on Reddit compared with Instagram or TikTok? And what opportunities does the platform offer advertisers, including those from smaller markets such as Croatia?
From the changing nature of search and the influence of AI to advertising and the future of online communities, the new episode offers plenty of reasons to rethink the path to purchase.
