Reddit is cracking down on AI-generated content in an escalating effort to protect the integrity of its platform, even as it strikes multimillion-dollar licensing deals with companies like OpenAI and Google to train their artificial intelligence models. CEO Steve Huffman told the Financial Times that Reddit is in an “arms race” to ensure only humans can post on its forums, as its 20-year archive of community conversation becomes increasingly valuable to the generative AI ecosystem.
Human curation is Reddit’s core value
“Where the rest of the internet seems to be written or summarised by AI, Reddit is distinctly human,” Huffman said, emphasizing the value of user-generated content curated by community voting. As generative AI reshapes search, Reddit’s reputation as a source of lived experience, peer advice and authentic commentary has made it critical for tech firms training large language models.
New verification tools and lawsuits to protect content
Reddit is now exploring advanced human verification tools, including biometric systems like World ID from Sam Altman’s Worldcoin project. At the same time, it is taking legal action to protect its content — suing AI start-up Anthropic for allegedly scraping its site over 100,000 times. Huffman warned companies trying to game Reddit for AI visibility: “It’s the same battle we’ve been fighting for 20 years, but now with AI.”
Brands follow the data trail — but face platform limits
The surge in Reddit’s importance has triggered a “massive migration” of brands to the platform, hoping their content will surface in AI-generated answers. During this month’s Cannes advertising festival, agencies confirmed that brands are increasingly setting up accounts and engaging with communities. But Huffman cautions against flooding the site with artificial posts, as Reddit plans to enforce tighter controls and retain its identity as a space for authentic user conversation.
Reddit leverages AI — but on its terms
Reddit isn’t just defending itself from AI — it’s using it too. It recently launched AI-powered tools for advertisers, including real-time insights into trending discussions and systems that showcase user content under ads. It’s also rolling out improved AI search and translation features to extend its reach to new global audiences.
Growth and risks as search shifts
Reddit’s 2024 IPO valued it at $6.4 billion; it has since grown to $26 billion. With more than 100 million daily users and $1.3 billion in revenue, the company is thriving. Yet, the rise of Google’s AI Overviews — which could reduce direct search traffic to Reddit — poses a new challenge. Huffman remains optimistic, noting that most traffic now comes directly to the site rather than through search engines.
As Reddit becomes central to how AI learns from the internet, it is staking its future on keeping that learning — and its communities — unmistakably human.
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