For years, people frustrated with Google’s cluttered results have resorted to a simple hack of adding the word “Reddit” at the end of their queries. Whether searching for the best budget laptop, travel tips for Japan, or real experiences with a new product, millions of users trust Reddit threads more than pages stuffed with search engine optimization (SEO) tricks and AI-generated fluff. This habit has become so common that even Google took notice, integrating Reddit results more prominently into its search interface.
But now, Reddit wants to take the next big leap. Instead of being a sidekick to Google, the platform aims to become the go-to search engine itself. Armed with its enormous library of user-generated content, a growing AI-powered search tool, and a redesigned app experience, Reddit is positioning itself as a serious contender in the world of online search.
Reddit’s Growing Role in Google Search
Google has long relied on Reddit to improve its own search results. In fact, a recent study revealed that Reddit is now the second most-cited source in Google’s AI-generated summaries. While websites often churn out keyword-heavy articles, Reddit threads usually contain real conversations, and first-hand experiences.
To capitalize on this trend, Google struck deals to access Reddit’s content more deeply and began featuring Reddit discussions more prominently in its search results. This move has further encouraged users to turn to Reddit when they want authentic, human-driven answers.
But there’s a flip side to this move; if Google itself becomes a less reliable source of traffic, by providing answers directly in its AI summaries instead of sending users to Reddit, the platform risks losing one of its largest referral streams. That’s why Reddit is working hard to build its own robust search system, ensuring that users come to Reddit directly rather than relying on Google to get there.
Reddit’s AI Search Ambitions
Taking notice of this shift, Reddit has been experimenting with AI-powered search tools. The company’s flagship product in this area is Reddit Answers, a Q&A system that uses AI to pull insights from across Reddit’s massive collection of posts and comments.
Unlike traditional search, which simply matches keywords, Reddit Answers generates concise summaries of discussions and provides direct answers. For example, if you ask about the best camera for beginners, Reddit Answers won’t just show a long list of threads, it will deliver a clear, AI-generated summary highlighting the most common recommendations, while linking back to the original threads so you can dive into the full context.
This mix of AI summarization and human conversation gives Reddit Answers a unique edge. It’s not just search, it’s community knowledge, distilled and made more accessible.
Strong Growth in Usage
In Reddit’s second-quarter earnings call, CEO Steve Huffman pointed to significant momentum in the company’s search products. He highlighted that Reddit’s search now serves over 70 million weekly users, while its AI-powered Reddit Answers has surged from 1 million to 6 million weekly users in just one quarter.
Currently live in a dozen countries, Reddit Answers is on track for global expansion. The rapid growth underscores a clear demand for a search experience that combines the speed of AI with the authenticity of human conversations.
App Redesign and Unified Search Experience
Reddit isn’t just building AI features, it’s rethinking the entire search experience on its platform. One of the biggest upcoming changes is a redesigned app where the search bar will be placed more prominently, signaling that Reddit wants people to view it as more than just a discussion forum, it wants to be a destination for finding answers.
Additionally, the company is working on unifying Reddit’s traditional search and Reddit Answers into a single experience. This integration means users won’t need to toggle between two separate tools; instead, they’ll get both conventional results and concise AI-generated summaries in one place.
By combining the speed of AI with the authenticity of community-driven discussions, Reddit hopes to create a search experience that is both seamless and trustworthy. This redesign could make Reddit far more appealing to newcomers who usually encounter it only through Google.
Why Reddit Believes It Can Win at Search
Reddit’s confidence lies in the richness of its content library. With millions of active communities covering everything from tech and finance to cooking and travel, it holds an unmatched archive of real-world experiences, debates, and solutions. By leveraging this vast trove of posts and comments, Reddit aims to build a smarter, more useful search system, one that doesn’t just deliver information, but also provides context, nuance, and diverse perspectives.
The Challenges Ahead
While its community-driven content can be incredibly valuable, it’s also not always accurate. As critics point out, a lot of Reddit information comes from opinions and guesses, whereas Google often cites credible sources and research-backed sites. This means Reddit will need to strike a balance between how to elevate high-quality discussions while filtering out noise, misinformation, or casual speculation.
Moreover, breaking user habits will be tough as most people instinctively turn to Google first, only adding “Reddit” when they want more authentic answers. Convincing users to start their search directly on Reddit will require not just better tools, but also a shift in perception.
Despite the hurdles, Reddit’s push into search comes at a crucial time. With AI reshaping how people interact with the internet, trust in traditional search engines is steadily declining. If Reddit can deliver a reliable, context-rich, and user-friendly search alternative, it has the potential to evolve from a Google hack to a fully-fledged search engine.
CEO Steve Huffman made it clear that Reddit sees this as a long-term strategy. By leveraging AI, expanding Reddit Answers globally, and redesigning its app to highlight search, the platform is positioning itself not just as a forum for discussions, but as a frontline competitor in the search space.
