When the history of the internet is written, the story of Digg might be one of its most fascinating chapters.
The site that established the template later popularized by Reddit has ebbed in and out of relevance for much of its existence. Two months ago, it shut down. Now it’s back once again, and it wants to keep users up to speed on the fast-growing world of artificial intelligence.
Like an overly determined game of whack-a-mole, the Digg website is live once more, with a headline reading “Hello Again” on its home page and a new mission statement.
“The bet is simple: the internet has more noise than ever, and the people who can sort signal from it have never been more valuable,” reads the note from founder Kevin Rose. “We’re starting with AI. It’s the noisiest, fastest-moving space on the internet right now. Papers, launches, threads, hot takes flying past faster than anyone can keep up with. If we can surface what actually matters here, we can do it anywhere.”
Digg says it plans to monitor the 1,000 “most thoughtful voices in AI” to see what they’re paying attention to. It will then rank those stories to let users know what matters most. Among the sources the site is following are Sam Altman, Elon Musk, Andrej Karpathy, and Geoffrey Hinton. The list also includes professors, investors, researchers, and reporters focused on the AI beat.
Rather than using the site’s well-known URL, though, the home page currently refers users to a secondary site: di.gg/ai. That’s only temporary, Digg says. “When things are ready, we’ll move home to digg.com,” the website reads.
Also, other areas of focus beyond AI will be forthcoming, Rose said.
Déjà vu
If you’re viewing this latest direction for Digg with skepticism, that’s understandable. Last year, Rose and Alexis Ohanian bought Digg back with plans to revive it. Backed by True Ventures, where Rose is a partner, and Ohanian’s Seven Seven Six, the revived Digg said it would offer a more human-centered experience.
That proved challenging. Justin Mezzell, who was CEO at the time but has seemingly stepped away from the company, announced in March that the relaunch, which had launched just two months earlier, had been scrapped after the site was quickly overwhelmed by bots and AI agents. Spammers, meanwhile, sought to boost their SEO rankings by exploiting Digg’s still-considerable authority with Google.
“Within hours, we got a taste of what we’d only heard rumors about,” he wrote. “The internet is now populated, in meaningful part, by sophisticated AI agents and automated accounts. We knew bots were part of the landscape, but we didn’t appreciate the scale, sophistication, or speed at which they’d find us.”
Digg also said it underestimated the loyalty users had built with competing sites. Luring them back after such a long absence proved difficult, especially as bots dominated the platform. The latest version of Digg makes no mention of how it plans to overcome those challenges.
Something new, something old
Like the original Digg, the new site eschews the bells and whistles of modern platforms in favor of a bare-bones approach.
The newsfeed sits against a beige background reminiscent of a 1980s computer screen. The site offers headlines and stripped-down summaries of the news, generally just one or two sentences long, followed by what appear to be X.com profiles of the people discussing the story.
The site refreshes in real time, and top stories are displayed for both the current and previous day.
Rose’s goal is to return Digg to the prominence it once enjoyed. When it was founded in 2004, the repository of internet links quickly became a must-visit destination, with users upvoting and downvoting stories they liked or loathed. That formula has since become commonplace across the web. Digg grew to an estimated valuation of $160 million by 2008.
A 2010 redesign was so unpopular, however, that much of its audience migrated to Reddit, which offered a similar voting system. Rose sold the company in 2012 and remained absent until he repurchased it alongside former rival Ohanian last year.