At Shoptalk in Las Vegas last month, Total Retail Editor-in-Chief Joe Keenan spoke with Anna Haffner, senior director, large customer sales, retail at Reddit, a social network of communities where people can dive into their interests, hobbies and passions. They explore how Reddit’s massive collection of human conversations is transforming into a powerful retail engine. With commercial intent rising 45 percent year-over-year, Haffner explains how Reddit serves as a full-funnel marketing partner for major brands like Walmart and Dove, bridging the gap between discovery and purchase.

Haffner also touches on what makes Reddit uniquely positioned to help brands break through fragmented consumer attention, as well as how it's balancing artificial intelligence with human, community-driven experience on the platform. She closes the conversation by detailing the opportunities available to brands that aren't yet partnering with Reddit.