Add On AI: Sounds Easy, But Maybe Just a Signal You Missed the Train
June 30, 2025
No smart software to write this essay. This dinobaby is somewhat old fashioned.
I know about Reddit. I don’t post to Reddit. I don’t read Reddit. I do know that like Apple, Microsoft, and Telegram, the company is not a pioneer in smart software. I think it is possible to bolt on Item Z to Product B. Apple pulled this off with the Mac and laser printer bundle. Result? Desktop publishing.
Can Reddit pull off a desktop publishing-type of home run? Reddit sure hopes it can (just like Apple, Microsoft, and Telegram, et al).
“At 20 Years Old, Reddit Is Defending Its Data and Fighting AI with AI” says:
Reddit isn’t just fending off AI. It launched its own Reddit Answers AI service in December, using technology from OpenAI and Google. Unlike general-purpose chatbots that summarize others’ web pages, the Reddit Answers chatbot generates responses based purely on the social media service, and it redirects people to the source conversations so they can see the specific user comments. A Reddit spokesperson said that over 1 million people are using Reddit Answers each week. Huffman has been pitching Reddit Answers as a best-of-both worlds tool, gluing together the simplicity of AI chatbots with Reddit’s corpus of commentary. He used the feature after seeing electronic music group Justice play recently in San Francisco.
The question becomes, “Will users who think about smart software as ChatGPT be happy with a Reddit AI which is an add on?”
Several observations:
- If Reddit wants to pull a Web3 walled-garden play, the company may have lost the ability to lock its gate.
- ChatGPT, according to my team, is what Microsoft Word and Outlook users want; what they get is Copilot. This is a mind share and perception problem the Softies have to figure out how to remediate.
- If the uptake of ChatGPT or something from the “glue cheese on pizza” outfit, Reddit may have to face a world similar to the one that shunned MySpace or Webvan.
- Reddit itself appears to be vulnerable to what I call content injection. The idea is that weaponized content like search engine optimization posts are posted (injected) to Reddit. The result is that AI systems suck in the content and “boost” the irrelevancy.
My hunch is that an outfit like Reddit may find that its users may prefer asking ChatGPT or migrating to one of the new Telegram-type services now being coded in Silicon Valley.
Like Yahoo, the portal to the Internet in 1990s, Reddit may not have a front page that pulls users. A broader comment is that what I call “add-on AI” may not work because the outfits with the core technology and market pull will exploit, bulldoze, and undermine outfits which are at their core getting pretty old. We need a new truism, “When AIs fight, only the stakeholders get trampled.”
The truth may be more painful: Smart AI outfits can cause less smart outfits with AI bolted on to lose their value and magnetism for their core constituencies. Is there a fix? Nope, there is a cat-and-mouse game in which the attacker has the advantage.
Stephen E Arnold, June 30, 2025
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