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The art (and chaos) of modern marketing.
Each episode unpacks the forces reshaping marketing and asks experts how they transform disruption into an advantage. Because when Shift Happens, the best marketers find clarity amid the chaos.
The internet didn’t lose its human side. It just got harder to find. As AI becomes a bigger part of how people search, discover, and make decisions, where do they turn when they want something more than a polished summary? Increasingly, they turn to Reddit: a place built on real conversations, lived experience, niche communities, and the kind of honesty algorithms can’t easily manufacture. In this episode of Shift Happens, host Nasser Sahlool is joined by Neil Cameron, Agency Development Partnership Lead – Canada at Reddit, to explore how Reddit is shaping the future of search, consumer trust, AI discovery, and community-led marketing. They unpack why Reddit has evolved from the “front page of the internet” into something closer to its beating heart: a place where people go to validate information, ask better questions, compare real experiences, and find perspectives they may not get from brands, influencers, or AI-generated answers. From the rise of AI search and the growing importance of human validation to the role of subreddits, recommendations, AMAs, paid media, and community-first engagement, this conversation explores how brands can show up on Reddit in ways that are useful, authentic, and additive. Because for marketers, the opportunity is not to dominate the conversation. It is to understand it, contribute to it, and earn trust in the places where decisions are already being shaped.
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