Difference-in-differences analysis exploiting Google's SFW/NSFW moderation policy finds AI Overviews increase Reddit daily comments by 12.0% and commenting users by 12.3% in SFW communities, concentrated in experience-based content, with gains largely eliminated by subsequent AI Mode rollout.
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The Impact of AI Search on the Online Content Ecosystem: Evidence from Google and Reddit
Difference-in-differences analysis exploiting Google's SFW/NSFW moderation policy finds AI Overviews increase Reddit daily comments by 12.0% and commenting users by 12.3% in SFW communities, concentrated in experience-based content, with gains largely eliminated by subsequent AI Mode rollout.