Reddit Chief Executive Officer Steve Huffman said the company is concentrating resources on turning the 20-year-old discussion site into a fully fledged search engine, aiming to capture queries that increasingly bypass Google. In a note to investors, Huffman cited the platform’s trove of human-generated content and growing demand for authentic answers as reasons to “make Reddit a go-to search engine.” Reddit’s native search now serves more than 70 million weekly unique users, while the site overall attracts about 416 million. Reddit Answers, an AI-powered tool introduced in December, has reached 6 million weekly users, up sixfold since the first quarter. Management said the company will expand Reddit Answers globally and weave it deeper into the core search experience. Chief Operating Officer comments indicate Reddit is developing semi-automated advertising modules, with full end-to-end automation still in the works. Executives framed the push as a hedge against Google’s AI-driven changes to web search, which have reduced outbound traffic to external sites. By owning more of the search funnel, Reddit expects to strengthen user engagement and unlock new advertising revenue.