A controversial experiment was recently conducted on the popular social media platform Reddit, where a team of researchers deployed artificial intelligence bots to investigate their influence on public opinion. The covert operation, executed without prior notification to the Reddit community or its administration, has led to serious concerns and possible legal repercussions. Researchers at the University of Zurich were at the helm of this experiment, aiming to study the dynamics of AI-driven interactions within the online community. The main objective was to observe if AI could effectively shape discussions and modify the perceptions of unsuspecting users. The results of this experiment, however, have not been publicly disclosed but the backlash has been quite significant. Reddit is currently evaluating its legal options, pointing to a potential violation of its platform’s rules and the ethical considerations surrounding non-consensual experiments involving its users. The implications of such practices highlight critical issues related to consent, transparency, and the manipulation of public opinion through technology, sparking a broader debate on the ethical guidelines and regulatory needs for AI applications in social media. As the controversy unfolds, the academic and tech communities are called to re-examine the responsibilities entailed in using AI in ways that affect real-life communities.