Reddit moves to logged-in experience as AI eats search

Reddit on Thursday said it's moving to become a primarily logged-in experience, marking one of the most significant shifts in its 21-year history. Why it matters: Reddit has long championed the open web. Now, it's pushing to build a more direct relationship with users while also protecting its data from increased scraping in the AI era. Driving the news: In an interview Thursday, Reddit co-founder and CEO Steve Huffman said the company is making the change to improve its user experience, bolster its ads business and prevent bots from scraping its proprietary data. Chief operating officer Jen Wong told Axios the move doesn't represent a change in strategy as the company has always focused on building a direct destination. "It's just that in the last 10 years, because our [data] corpus was open, we got a lot of search traffic, so that became part of the equation" but didn't change the company's mission. Zoom in: Huffman expressed confidence that the change would ultimately improve engagement and monetization, even as changes to traditional search continue to impact user growth in the U.S. "When users log in, they spend more time on Reddit, and we can we better know their interests, so we can target ads better," he said. He also noted that the short-term risk is limited because "the vast majority of engagement and over 80% of our monetization comes from our app and logged-in users." In a shareholder letter, Reddit acknowledged that search referral traffic was "down meaningfully in Q3" and said daily users could decline by a "low-double-digit percentage" in Q4 if search referral trends persist. How it works: Reddit will begin testing the fully logged-in experience this quarter outside the U.S. and collect data on the best approach before it rolls out broader changes gradually. Logged-in users can get tailored content, feeds and recommended communities based on their activity and interests, although they can opt out of personalization. The company is still working throug