Reddit CEO Steve Huffman has criticized Google's AI Overviews, saying the feature has not created the same value for publishers and businesses as traditional web search. His comments come at a time when publishers and online platforms are reporting weaker search referral traffic as AI changes how users access information.
Speaking after Reddit's latest earnings report, Huffman said the traditional ‘10 blue links’ model helped drive growth across the internet by directing users to websites. He added that AI Overviews have yet to produce similar benefits for publishers, retailers and digital businesses.
“We're still looking for that win-win,” Huffman said while discussing the impact of Google's AI-powered search features.
Reddit's strategy as AI-generated content spreads across the internet, Huffman outlined mentionerd in the investor’s letter. He argued that users are increasingly looking for authentic conversations instead of machine-generated summaries.
Huffman said AI can summarize information, while Reddit offers detailed discussions, personal experiences, and diverse opinions. He added that users are searching for context and first-hand perspectives rather than condensed answers.
He highlighted that growing volumes of AI-generated content have made online information feel less trustworthy. According to Huffman, people now face an abundance of information while finding it harder to judge what is genuine.
The debate comes as reports suggest Reddit is considering ending its long-running content licensing agreement with Google, a deal reportedly valued at $60 million. According to a Wall Street Journal report published last month, several major publishers are also reviewing their relationships with Google.
The report said organizations including The Economist, Reuters, Politico and USA Today are examining their options as AI-powered search changes how readers discover online content.
Publishers currently cannot choose to appear only in Google's traditional search listings while excluding their content from AI Overviews or AI Mode. The two systems operate together, leaving website owners with limited control over how their content is used.
Reddit's comments followed the company's second-quarter earnings announcement. The financial results exceeded expectations on several measures, but the company's shares fell more than 20% after management described search referrals as inconsistent.
Investors are closely watching whether AI-powered search will affect traffic growth and advertising revenue across digital platforms that have long depended on visitors arriving through Google Search.
Research published by Pew last year suggested Google's AI Overviews reduced referrals to publishers by nearly half compared with the traditional search results page. The findings were based on responses from more than 900 adults in the US.
Google rejected those conclusions, saying the study used a flawed methodology and did not reflect overall Search traffic. The company said it continues to send billions of clicks to websites every day and has not seen key declines in aggregate web traffic. Google has also said overall organic clicks would be relatively stable year over year.
“This study uses a flawed methodology and skewed queryset that is not representative of Search traffic. We consistently direct billions of clicks to websites daily and have not observed significant drops in aggregate web traffic as is being suggested.” Google said.
The company recently introduced updates designed to display more prominent links within AI Overviews. Google has also made clear that AI-powered search features will continue to play a key role in its search experience as it argues the technology improves results for users.
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