Not wn expert in it, but this isn't necessarily AI, it could be good ol' image text recognition that has existed for years now.
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It would make sense to include matching images in the search results and other engagement driven recommendations. There are quite a few screenshots too, so if the search can only handle text, it’s going to completely miss a pretty large category.
Given the recent cooporation with Google and that Google has excellent image text recognition, isn't this a safe bet? Otherwise Reddit would have this done without AI for years.