With search engines today flooded with AI-generated content and sites relying on SEO tricks, many users have started adding “Reddit” to their queries in hopes of finding genuine, useful answers. Google has attempted to incorporate Reddit results into its search interface, and Reddit itself has been testing its own AI-powered search feature. But the company has bigger plans—it aims to become a primary search destination for users.
Reddit’s CEO, Steve Huffman, emphasized this ambition during the company’s second-quarter conference call. He stated that Reddit is uniquely positioned to be a true search engine, offering a vast collection of conversations and knowledge unavailable elsewhere. Huffman revealed that Reddit’s search function already attracts over 70 million weekly users, while its AI-powered Q&A product, Reddit Answers, is used by 6 million people.
Currently available in a dozen countries, Reddit Answers is set for a global expansion and will be given more prominence in the site’s interface. The company plans to merge its core search function with Reddit Answers and redesign the app to make the search box more immediately visible. Huffman explained that whether a user is new or returning, the search experience will be front and center from the moment they open the app.
As chat-style search interfaces from tools like ChatGPT, Perplexity, and Google’s AI mode grow in popularity, Reddit believes its extensive archive of user discussions can make its search function even more valuable. The company reported strong second-quarter results, with revenue surging 78% year-over-year to $500 million. It also introduced new advertising tools, allowing marketers to leverage Reddit data for trend analysis and brand-related insights in their campaigns.