Reddit should be a 'go-to search engine,' Steve Huffman says

Reddit is making a concerted effort to position itself as a go-to search engine. CEO Steve Huffman has stated that improving the core product and making Reddit a prominent search destination are top priorities for the company. The plan involves integrating Reddit's LLM-powered search feature, Reddit Answers, into the main search bar. Huffman believes that many users already turn to Reddit to find relevant discussions on various topics, and the company wants to capitalize on this behavior. However, the company is facing challenges, as AI-powered search is increasingly competing for web traffic. Reddit's search traffic from Google has been a "headwind" in the last quarter, prompting the company to focus on making its own search capabilities more prominent. Huffman emphasizes that AI learns from real people and their perspectives, underscoring Reddit's potential as a unique search engine that can provide diverse and nuanced information beyond traditional search engines.