Reddit is already one of the most visited social media sites on the internet. Now the company is looking to parlay that popularity into search engine dominance. “The world and the Internet are rapidly changing, and I believe Reddit has a once-in-a-generation opportunity,” said CEO Steve Huffman on an earnings call Thursday.

Reddit CEO Steve Huffman showed interest in expanding the website into its own search engine for those seeking human written answers.

Reddit knows that it has valuable data from actual people — it’s already reached deals with big AI companies like OpenAI and Google to share its data with them. But Reddit is