Reddit is already one of the most visited social media sites on the internet. Now the company is looking to parlay that popularity into search engine dominance. “The world and the Internet are rapidly changing, and I believe Reddit has a once-in-a-generation opportunity,” said CEO Steve Huffman on an earnings call Thursday.

But Reddit doesn’t want to be drowned out by Google’s AI search push — it wants to be the answer. Like Meta, OpenAI, and Microsoft, the company is focusing on "its own" AI-driven search experience. That effort centers around the website's search function and Reddit Answers, an AI-assisted tool that is powered by Gemini AI, according to Google.