B2B advertisers are being asked to rethink where their future customers look for guidance, because a growing number of people searching for software start on AI search tools before landing on more traditional websites. Reddit[1] and G2 are combining their strengths to help those buyers find trustworthy information while giving software companies an easier way to show up where those conversations are happening.
The Shift to AI Discovery
G2 has become a major reference point for organizations comparing business tools, supported by more than 3 million verified reviews. It attracts over 100 million software buyers each year who want clear insight from people who have actually used the products. At the same time, AI chatbots are playing a larger role in where software research begins. Surveys from G2 show that a clear majority of B2B buyers now rely on AI search, and many begin their initial search inside AI assistants more often than in traditional search engines. These tools often cite Reddit and G2 as trusted starting points, because both hold content written by real users with experience in decision making.
Connecting Brand Presence Across Both Platforms
The partnership gives eligible G2 customers the ability to activate a Reddit Pro account that is set up with their existing verified profile data. This automated step helps brands establish their identity quickly so they can join existing software discussions inside Reddit’s large network of communities. The setup includes a filled-in business bio and access to tools that help companies track what people are saying about their products, respond in real time, and study what topics are gaining traction among potential buyers. It removes some of the slow work of expanding a presence across multiple platforms while keeping information consistent.
Finding Where Buyers Are Asking Questions
Reddit hosts tens of thousands of communities focused on software and apps, each with conversations that guide real product consideration. People gather to compare tools, ask questions, and search for advice shaped by personal experience rather than brand messaging. With the new access, approved G2 businesses can upload screenshots of reviews from G2 directly into Reddit’s advertising system, using those verified opinions for more relevant promotions that speak directly to what buyers care about. That combination of trusted content and targeted placement could help companies reach high intent audiences with far less friction.
Aligning With Buyer Behavior
The partnership attempts to meet customers in the specific moment when they are forming opinions about new solutions. Since buyers are already researching across G2 pages and Reddit discussions long before visiting product websites, brands that show up in those spaces can potentially guide conversations earlier. A consistent profile paired with real performance evidence can help maintain credibility while joining discussions that influence both awareness and trust.
How Businesses Join the Program
Eligible G2 customers receive invitations to turn on their Reddit Pro experience through email. They can also join a waitlist if not included in the initial rollout. The intention is to give software providers everything needed to understand the communities discussing their category and to be present with accurate information while those audiences are deciding what to buy.
Building Trust Where Decisions Happen
As AI shifts how people explore options, conversations within active communities become increasingly important. Reddit and G2 believe that connecting verified review data with large discussion spaces will help buyers make decisions based on the experience of others rather than one-sided marketing. At the same time, software brands can reinforce the trust they have earned on G2 while participating directly where future customers are already talking.
Notes: This post was edited/created using GenAI tools. Image: G2
Read next:
• Adobe Pushes Deeper Into AI Video Creation With New Firefly and YouTube Shorts Tools[2]
• Smart Collaboration for a More Efficient Digital Workplace[3]
References
- ^ Reddit (www.business.reddit.com)
- ^ Adobe Pushes Deeper Into AI Video Creation With New Firefly and YouTube Shorts Tools (www.digitalinformationworld.com)
- ^ Smart Collaboration for a More Efficient Digital Workplace (www.digitalinformationworld.com)