One significant area of investment is growing its advertising business, supported by its AI-powered marketing tools. The results revealed that the majority of Reddit’s revenue continues to come from ads, which brought in $465 million, representing 93% of the company’s total revenue.

Reddit plans to expand its AI search tool globally, beyond its 12-country user base. Reddit stock climbed 15% Friday after it revealed its second-quarter results, with revenue up 78% year-over-year to about $500 million and EPS hitting $0.45, far surpassing Wall Street expectations.

Reddit reported record profits and growing AI-driven engagement, but analysts warn its reliance on Google search traffic—mostly from logged-out users—could limit long-term value.