Why You Care
Ever wondered if those AI chatbots you use daily are sending traffic to your favorite online communities? It turns out, perhaps not as much as you’d think. Reddit CEO Steve Huffman recently revealed that AI chatbots are not a major traffic driver for the social system. This news might surprise you, especially given the widespread adoption of AI in search. Why should you care? Because it highlights the enduring power of traditional search and direct engagement in the digital landscape.
What Actually Happened
Reddit’s CEO, Steve Huffman, announced during the company’s Q3 2025 call that AI chatbots are not a significant source of traffic. This is notable, according to the announcement, despite progress in people using AI for search from companies like OpenAI and Google. Huffman emphasized that Google search and direct access continue to be Reddit’s top traffic drivers. He noted that these traditional methods account for approximately 50% each of the system’s traffic, as mentioned in the release. The company has navigated a complex relationship with large language model (LLM) builders. For example, Reddit locked down its data in May 2024, requiring licenses for commercial use. Subsequently, it signed a deal with OpenAI to allow data usage for model training, the company reports.
Why This Matters to You
This information offers a fresh perspective on how users truly interact with content online. It suggests that while AI integration is growing, direct navigation and established search engines still hold immense power. Think of it as knowing the main roads versus the scenic detours. If you’re a content creator or a business, understanding these traffic patterns is crucial for your strategy. Where should you focus your efforts to reach your audience most effectively?
Reddit’s Q3 2025 Performance Highlights:
- Revenue: $585 million (up 68% year-on-year)
- Daily Active Unique Users: 116 million
- Weekly Active Unique Users: 444 million
- International Daily Users Growth: 31% year-on-year
- Americans Visiting Weekly: More than 190 million
What’s more, Reddit is actively investing in its internal search experience. “We want them to see in their first session that Reddit is and has content for them,” Huffman said. He also explained, “So our goal is to connect users with relevant content very quickly.” This focus on internal search could mean a more tailored experience for you, making it easier to find what you’re looking for directly on the system.
The Surprising Finding
The most surprising finding here is the disconnect between the high-profile AI partnerships and their current traffic impact. Despite Reddit signing a deal with OpenAI to use its data for model training, the CEO explicitly stated that chatbots are not a major traffic driver today. This challenges the assumption that every AI integration immediately translates into increased user visits. It indicates that the value derived from these partnerships might be more about data licensing and model betterment than direct user acquisition. The team revealed that Google search and direct access are approximate 50/50 traffic drivers, underscoring their continued dominance. This suggests that the user-facing impact of AI on traffic might be slower to materialize than anticipated.
What Happens Next
Reddit plans to continue strengthening its core search capabilities. Huffman indicated that the company is handling 20% of search volumes through its AI-powered Answers and core search box. The company has been discussing unifying AI and the core search experience, which Huffman said is coming in the next few quarters. For example, imagine finding answers to complex questions directly within Reddit, powered by AI, without needing to leave the site. This could significantly enhance user retention. The company is also experimenting with a simpler onboarding flow to boost early user engagement. This initiative aims to quickly connect new users with relevant content, as mentioned in the release. For content creators, this means a potentially more engaged audience. The industry implications suggest that platforms are prioritizing direct user experience and internal search improvements, even as they engage in broader AI collaborations.