Reddit CEO says Google AI search mode does not drive traffic

Reddit CEO Steve Huffman revealed during a recent earnings call that Google's AI-powered search modes are not helping drive traffic to the platform, echoing growing concerns shared by other websites and publishers across the digital landscape.

As part of its Q3 2026 earnings disclosures, Reddit reported that its search traffic experienced a significant drop in October, averaging more than 1 million fewer referrals. This decline highlights the mounting pressure that even major online platforms face as search engines shift toward AI-driven summaries.

Google's ongoing integration of artificial intelligence directly into search results keeps users on the search page rather than sending them through to external sites. This paradigm shift drastically reduces the referral traffic that content creators and community platforms rely on.

This development serves as a crucial reminder for digital publishers and tech ecosystems globally, including emerging markets in Central Asia. As search behaviors evolve, relying solely on traditional search engine traffic is becoming an increasingly risky strategy for content-driven platforms.