Reddit CEO: Google AI Mode Fails to Drive Platform Traffic
Reddit CEO Steve Huffman reported during an earnings call that Google's AI-powered search modes fail to deliver search traffic to the platform, aligning with challenges faced by other websites and publishers.
Radwan AbdulhadiEditor and technology writer
Reddit Earnings Call Highlights Search Traffic Decline
During Reddit's Q3 2026 earnings call, CEO Steve Huffman addressed the ongoing shifts in digital search and platform referrals. Huffman stated that Google's AI-powered search modes do not help with traffic to the platform, echoing problems facing other websites and publishers. As part of its Q3 2026 earnings, Reddit revealed that search traffic in October has dropped significantly.
Specifically, the company reported that search traffic has dropped by more than 1 million referrals on average per week. Huffman directly attributes part of these struggles to how AI Mode and AI Overviews alter the standard search experience for internet users.
A Fundamental Shift in How Google Works
According to Huffman, the evolution of search features like AI Overviews and AI Mode has fundamentally changed referral dynamics. At a minimum, these tools push everyone down the search page, altering how users discover external content.
“The reality is, AI Mode does not drive traffic,” Huffman says. “Not for us, and not to anybody, as far as I know. That’s just a fundamental shift in how Google works. It used to be a traffic driver, now it’s not.” Furthermore, Reddit believes its content that is machine-translated into other languages is being ranked lower in search results, primarily affecting international visibility outside the United States.
Persistent Demand Amid Referral Drops
Despite the drop in referrals, Huffman emphasized that consumer demand for the platform remains robust. Reddit continues to be a top search term on Google, indicating that the issue stems from referral routing rather than a lack of interest.
“This doesn’t say anything about the internet consumers’ demand for Reddit. People still want Reddit. It says Google is not sending them to Reddit the way they used to,” Huffman explained. He also noted that Google continues to crawl the site as heavily as ever, confirming that technical demand from search engines has not shifted.
Broader Impacts on Search and Advertising
The changes in Google's search mechanics have broader implications across the digital ecosystem. Meanwhile, Google's business has also experienced shifts due to these features, with reports indicating lower monetization in AI Mode ads.
Publishers and platforms alike are continuously adapting to these algorithm adjustments and interface redesigns, trying to maintain visibility and user engagement as search engines prioritize on-page AI summaries over outbound links.
Strategic Adjustments and Platform Updates
To counter search referral difficulties, Reddit is actively working to establish itself as a direct, sticky, daily destination for users. As part of this strategy, the platform recently introduced a For You feed featuring personalized recommendations.
Additionally, the company has experimented with features that use AI to turn posts into short videos. Alongside these discovery updates, Reddit announced a policy change stating that Reddit will force everyone to log in, which leadership claims will improve user experience, support the advertising business, and comply with safety regulations.
Sources
- The VergeReddit’s CEO says Google’s AI Mode ‘does not drive traffic’
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