Digg returns with ambitious AI plans

After changing hands multiple times since its original heyday, pioneering social news website Digg is making a comeback under the guidance of its original founder. Kevin Rose, who launched the site in 2004, has regained control of the domain and announced plans to resurrect the once-influential platform with significant technological upgrades.

Digg, which revolutionized online content discovery in the mid-2000s, established itself as one of the internet's most popular web portals before its eventual decline. Two months ago, Rose discussed the possibility of reacquiring the site with The Verge, stating that he would "love to buy it back from them and turn it back into that old-school homepage." This ambition has now become reality.

The new Digg homepage at reboot.digg.com features the iconic "digg" upvoting button that made the original site famous. As of March 9, 2025, the counter has registered more than 190,000 clicks, indicating substantial interest in the platform's return. The site currently offers an email signup box for users to "get early access when invites go live."

Perhaps the most surprising element of this resurrection is the involvement of Alexis Ohanian, co-founder of Reddit – a site that was once Digg's primary competitor. Ohanian has joined as an adviser to the project, creating an unexpected alliance between former rivals.

The partnership that shocked the tech world

The collaboration between Rose and Ohanian represents a significant shift from their previous competitive stance. During their respective platforms' peaks in the mid to late 2000s, Digg and Reddit were engaged in fierce competition for users and prominence.

At a recent South by Southwest event in Austin, Texas, where Rose and Ohanian appeared together, the former Reddit co-founder recounted a story illustrating their past rivalry. Ohanian described meeting Trent Reznor, lead singer of Nine Inch Nails, at a backstage event and asking him whether he preferred Digg or Reddit. When Reznor replied that he favored Digg and mentioned being friends with Rose, Ohanian was notably disappointed.

"I whip around just with this demon spy in my face and I hear this lovely sweet voice go 'oh sorry man' and it literally was Stevie Wonder," Rose shared during the event, recounting another memorable story from Digg's heyday.

Despite their past competition, both entrepreneurs now speak of each other with mutual respect. "You had a lot of ideas that I was just like 'hot damn those have never seen the light of day,'" Rose told Ohanian during their joint appearance.

AI-powered features for a new generation

According to multiple sources, the new version of Digg will heavily leverage artificial intelligence to enhance user experience. Rose has indicated that AI will play a crucial role in content curation, moderation, and providing unique viewing options.

"AI for vetting and AI for a bunch of different things," Rose told The Verge, suggesting a technological approach that wasn't possible during Digg's original run. One unusual example he mentioned was the potential for users to view content in Klingon, the fictional language from Star Trek.

The AI integration aims to address several challenges that contributed to Digg's original downfall. Rose has acknowledged that an immature network, scaling issues, and the rise of platforms like Twitter played roles in Digg's previous decline. The new AI capabilities could help solve these problems while creating a more personalized and efficient content discovery system.

Ohanian emphasized that AI could significantly improve the experience for both users and community managers. "It should be a joyful activity to be a community manager," he said. "You shouldn't spend your time doing janitorial work. You should spend it doing community building. Turns out AI can do that janitorial work way better than you."

Leadership and vision for the future

While Rose will serve as chairman of the revived company, the day-to-day operations will be handled by Justin Mezzell, who has been appointed as CEO. Mezzell brings design expertise to the role, potentially signaling a focus on user experience for the new platform.

Both Rose and Ohanian have expressed enthusiasm about the potential for Digg to recapture the community spirit that characterized the early social web. "I think the machines plus COVID all showed us that we need to be in the presence of other people again," said Chris Sacca, another prominent tech investor who appeared at the South by Southwest event alongside Rose.

Rose reflected on Digg's legacy during his conversation with The Verge: "I feel like we could have been the better version of Slashdot and continued to dominate and been a huge, massive tech source."

The history of a web pioneer

Digg built its reputation as an aggregator of news, funny, and unusual content from around the internet. Its revolutionary voting system allowed users to "digg" (vote up) or "bury" (vote down) content, effectively creating a user-curated front page of the internet.

What began as a general directory expanded into specialized areas including technology, business, and gaming. The site's influence peaked in the late 2000s before a controversial redesign in 2010 triggered a mass exodus of users.

In 2012, Digg was split apart in a complex sale: the brand went to Betaworks, 15 staff members transferred to The Washington Post's "Code3" project, and Digg's patents were acquired by LinkedIn. Despite a subsequent relaunch under new ownership, the site never regained its former prominence.

The road ahead

The path forward for the new Digg involves balancing nostalgia for the original platform with innovations necessary to compete in today's digital landscape. The integration of AI features represents a significant departure from the site's original functionality but may be essential for sustainability.

As Rose and his team prepare for the official relaunch, they face both opportunities and challenges. The internet has evolved dramatically since Digg's heyday, with social media platforms dominating content discovery and sharing. However, growing dissatisfaction with existing platforms could create an opening for alternatives.

During the South by Southwest event, Rose emphasized that the new Digg would focus on being "more productive than what we have today, better than what we have today." He acknowledged that mistakes would likely be made during the development process but assured potential users that "we're going to try hard and we'll always have your best interest in mind."

For those interested in participating in Digg's resurrection, sign-ups are currently available at reboot.digg.com.

Timeline of Digg's journey

• Late 2004: Kevin Rose launches Digg as a social news website
• Mid-2000s: Digg rises to become one of the internet's most influential websites
• 2010: A controversial redesign leads to significant user abandonment
• 2012: Digg is sold in parts to Betaworks, The Washington Post, and LinkedIn
• 2012-2024: The site continues under various owners but never regains its former influence
• Early 2025: Kevin Rose regains control of Digg and announces plans for its resurrection with AI features
• March 9, 2025: Reboot.digg.com is active with over 190,000 clicks and collecting email sign-ups for early access