Reddit is making a major shift in its business strategy, aiming to evolve from a discussion-based platform into a full-scale search engine.
During its Q2 2025 earnings call, CEO Steve Huffman confirmed that the company is working to integrate its LLM-powered Reddit Answers with its traditional native search, creating a single, smarter system for users to find relevant content.
The decision comes as user behavior continues to change. Many people now add the word “Reddit” to Google searches to find real discussions, especially when seeking product reviews, advice, or niche insights.
Reddit is leaning into that trend by bringing the search process directly into its own platform, enhanced with AI.
Reddit Answers, introduced in late 2024, uses large language models (LLMs) to generate short, summarized answers from multiple Reddit threads. It’s designed to save users time while still delivering the core value of the platform.
Since launch, the platform Answers has grown rapidly. In just a few months, it scaled from 1 million to over 6 million weekly active users. Native Reddit search remains strong, attracting over 70 million weekly users. Merging the two systems is Reddit’s next major product move.
“We’re concentrating our resources on the areas that will drive results for our most pressing needs: improving the core product, making Reddit a go-to search engine, and expanding internationally,” Huffman said in a shareholder letter.
Competing in a Changing Search Landscape
Reddit’s move comes at a time when traditional search engines are facing criticism over the rise of AI-generated content and the decreasing quality of search results.
Read: Think Before You Upvote! Reddit Warns Users Supporting Banned Posts
By building a search engine rooted in real user experiences and enhanced by AI, Reddit hopes to offer a more reliable alternative.
The company is also scaling globally, with machine translation now supporting 23 languages, making its content more accessible to a wider audience.
Reddit’s financial results also support its ambitious goals. In Q2 2025, it reported $500 million in revenue and $89 million in profit, its most profitable quarter to date. These gains allow Reddit to reinvest in its core product, international expansion, and AI development.
