Digg's Founders on Building a Human-Focused Website in the AI Era

Reimagining Digg for the Age of Artificial Intelligence

A revitalized version of Digg is being launched with the intention of recapturing the essence of the early internet. This initiative arrives at a crucial moment, as AI-generated content increasingly threatens to dominate social media, potentially silencing genuine human voices.

The founders believe this situation presents a unique opportunity. They aim to construct a social platform for the AI era, one where individuals who contribute content and cultivate online communities receive a more substantial share in the platform’s overall success.

A Return to Roots with a New Vision

Digg, a prominent news aggregator during the Web 2.0 period, once held a valuation of $175 million in 2008. Now, it’s undergoing a revival under the leadership of its original founder, Kevin Rose, alongside Reddit co-founder Alexis Ohanian.

The pair recently unveiled a renewed vision for Digg, prioritizing discovery and community – mirroring the functionalities that characterized the internet’s early days.

At The Wall Street Journal’s Future of Everything conference, the founders elaborated on their plans for this Digg reboot.

Lessons Learned from Past Platforms

Initially, the discussion centered on challenges encountered in previous social media ventures. Ohanian recounted his decision to resign from Reddit’s board due to disagreements regarding the platform’s handling of hate speech, which he considered detrimental to both society and the business.

He cited the example of the “r/WatchPeopleDie” forum, which was permitted to operate until the Christchurch mass shooting brought it to public attention. Only then did Reddit revise its policies concerning violent and graphic content.

Following his time at Reddit, Ohanian established venture capital firm Seven Seven Six, focusing on businesses with strong ethical foundations. He views Digg as a continuation of this commitment.

Addressing the Rise of AI-Driven Content

Rose reflected on the early stages of machine learning, noting how the technology often amplified posts featuring sensational or unusual content. He cautioned that this could inadvertently promote biased or problematic agendas.

“This isn’t even considering the proliferation of bots and AI agents actively pushing these agendas,” Rose added.

The founders’ objective with Digg is to foster a community centered on authentic human interaction, distinct from AI or bot-driven content.

The "Dead Internet" Theory and the AI Content Flood

“I’ve long considered the possibility of the ‘dead internet theory’,” Ohanian stated, referencing the concept that a significant portion of online content isn’t created by humans, but by automated bots.

He explained that while this idea was once considered a conspiracy theory, the advancements in AI have made it increasingly plausible. “In the last few years – since we’ve surpassed the Turing test – this theory has become a very real concern.”

Ohanian believes many users are unaware of the extent to which AI influences the content they consume. He noted that even content that doesn’t originate from outright bots often involves human operators utilizing AI to generate content at scale, with the intent to manipulate and deceive.

Combating Bots with Innovative Technology

To counter the growing presence of bots, the founders are exploring technologies like zero-knowledge proofs (zk proofs). This cryptographic protocol could verify a user’s identity on the platform.

They envision communities where administrators can adjust settings to confirm a user’s humanity before granting access to conversations.

“The internet will become saturated with bots and AI agents,” Rose emphasized, potentially disrupting communities built on genuine human connection. He pointed to a recent Reddit experiment where AI bots were used to simulate real people and influence opinions within a forum.

“We are heading towards a reality where the majority of content we encounter will be, in some form, AI-generated,” Ohanian warned. “This creates a poor user experience if the primary reason for visiting a platform is authentic human connection, and that connection is either absent or with individuals pretending to be human.”

Tiered Access and Verification Methods

Ohanian suggested several methods for verifying user identity. For example, accounts associated with devices owned for a longer duration could receive greater weight.

Rose proposed a tiered service model based on the likelihood of a user being human.

Users signing up with temporary email addresses or using VPNs might have limited access, such as recommendations only. Anonymous users typing too quickly could be prompted to verify their humanity through phone verification or a small fee for disposable phone numbers.

“We will implement tiers based on how users choose to engage with the network,” Rose confirmed.

AI as a Tool, Not an Enemy

Despite their focus on human authenticity, the founders clarified they are not anti-AI. They plan to leverage AI for tasks like site moderation, particularly in de-escalating conflicts.

Empowering Creators and Moderators

Beyond verifying users, the founders aim to create a system where moderators and content creators are financially rewarded for their contributions. “The practice of relying on unpaid moderators to manage large communities is unsustainable,” Rose stated. “These individuals dedicate their time and effort, and they deserve to be compensated.”

He cited Reddit’s trademarking of the “WallStreetBets” forum name as an example of a company exploiting creator contributions. Rose believes companies should support creators who add value to communities, rather than attempting to claim ownership of their work.

By combining an improved user experience with a model that empowers creators, the founders are confident Digg will thrive. “I believe the business model that will drive Digg’s success is one that benefits all stakeholders,” Ohanian concluded. “And I think that’s entirely achievable.”