Google’s AI Search May Drain Reddit Traffic by Delivering Answers Without Sending Clicks

Google is fundamentally transforming how people search the web—and platforms like Reddit may be caught in the crossfire.

At its I/O 2025 conference, Google unveiled AI Mode, a sweeping upgrade to its search engine that replaces traditional link-based results with conversational, AI-generated answers.

Powered by a tailored version of the Gemini 2 model, AI Mode aggregates information from multiple sources—including Reddit—offering users summarised responses without prompting them to visit the original sites.

Instead of a list of clickable links, users are now greeted with a chatbot-style interface that delivers human-like answers to complex questions in a clear, digestible format.

Initially rolled out to US-based Google One AI Premium subscribers in early 2025, the feature is set to reach all U.S. users in the coming weeks, with a global release expected later this year.

CEO Sundar Pichai described the rollout as a “complete overhaul” of the search experience—one that positions Google in the escalating race for dominance in AI-driven search alongside Microsoft’s Bing AI and OpenAI’s ChatGPT:

“AI Mode is where we will first bring our frontier capabilities into search.”

AI Mode Answers May Cost Reddit Valuable Traffic

Reddit stands to be one of the most significantly impacted platforms as Google shifts toward AI-powered search.

For years, traditional Google Search has been a major traffic driver for Reddit, often surfacing its community-sourced answers high in search results.

Whether users are logged in or not, Reddit has become a default destination for real, human perspectives on everyday questions—something even Google has acknowledged by prioritising Reddit links in recent rankings.

But that dynamic may soon change.

With AI Mode, Google can now deliver direct answers sourced from platforms like Reddit, without sending users to the original posts.

This could sharply reduce the number of people actually clicking through to Reddit—a serious concern, given that much of Reddit’s recent growth has come from casual, logged-out users who arrive via search.

They may not be core contributors, but their volume has helped sustain the platform’s relevance and reach.

If Google begins offering Reddit-style answers without the traffic boost, it could quickly erode a key user acquisition funnel.

That risk is already being priced in: Reddit’s stock dropped over 15% in February after the company revealed that its traffic had become increasingly unpredictable following recent Google search updates.

CEO Steve Huffman acknowledged that Reddit no longer has clarity on how much search-driven traffic it can rely on—a troubling signal for a platform built on discoverability.

Reddit Rallies Its Base to Offset AI Disruption

While search-driven traffic has its perks, Reddit’s real strength lies in its logged-in user base—the active participants who visit the platform directly, contribute to discussions, and engage deeply with content.

These users spend more time on the site, drive meaningful interactions, and generate more ad revenue.

Still, Reddit is not standing still as AI reshapes the digital landscape.

In March 2025, the company launched Reddit Answers, an AI-powered feature that pulls insightful summaries from relevant threads.

Now, Reddit is doubling down by integrating this tool into its main search bar, making it easier for users to find authentic, community-generated responses.

This move serves a dual purpose: defending against the threat of external AI search engines while going on the offensive to enhance on-platform discovery.

It is a strategic effort to keep users engaged with Reddit’s own ecosystem—rather than relying on platforms like Google to surface its content.

CEO Steve Huffman remains confident in the enduring value of human perspectives, even as large language models redefine how people search online.

Reddit’s AI play suggests the company is betting that real voices still matter in an increasingly artificial world.