United StatesMedia and entertainment2024 – ongoingAI translation for international audiences
Reddit said machine translation generated 4x the incremental daily users in Q3 versus Q2
Problem
Reddit's English-language content limited access for people who wanted to read discussions in their native language. The company sought to expand participation outside the United States.
Approach
Reddit began using AI to translate its content into other languages in 2024. After initial French results, it expanded translation to Spanish, Portuguese, Italian and German. The company tracked the incremental daily active uniques generated by machine translation.
Results
Takeaway
Translation expanded access to existing discussions across languages. The reported 4x change concerned translation-driven incremental users, rather than total Reddit users.
Categories
- Industry
- Media and entertainment
- Business function
- IT and R&D
- Innovation type
- Product and service innovation
- AI technology
- Generative AI
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
Reddit described its AI translation rollout and expansion beyond French during 2024. It reported that machine translation generated 4x the incremental daily active uniques in Q3 compared with Q2.
Full details are in the original sources.
