Reddit, similar to numerous prominent tech firms today, is wholeheartedly adopting AI, with its latest initiative being a shift towards a holistic search engine.

As per Reddit CEO Steve Huffman, as highlighted by TechCrunch, the organization strives to become a genuine search hub due to its distinctive range of discussions and knowledge. For years, users have appended “reddit” to their Google searches to navigate past SEO clutter and discover authentic human insights, a practice so prevalent that Google incorporated Reddit content into its search outcomes.

Nonetheless, Reddit aims to differentiate itself amidst Google’s AI search developments by introducing its own AI-enhanced search experience. This project is centered on improving the website’s search capabilities and Reddit Answers, an AI-supported tool powered by Gemini AI, according to Google.

Currently assisting 6 million users and undergoing trials in several nations, Reddit Answers functions similarly to ChatGPT, offering conversational and thorough replies by leveraging the platform’s vast discussion archive. It seeks to provide synthesized responses in a natural, AI-oriented format instead of merely links or posts.

The organization intends to integrate Reddit Answers with its primary search functionality and revamp the app to spotlight the search bar. Huffman noted that international growth is on the horizon.

“We’re merging those [Reddit Search and Reddit Answers] into a unified search experience, and we’re going to bring that front and center in the app,” Huffman declared during the call.

This approach is part of Reddit’s larger initiative to consolidate its user community, maintain user engagement on the platform, and attain profitability. In Q2, the company announced an impressive 78 percent revenue growth year-over-year, reaching $500 million.