To help media publishers interact with Generative AI, Taboola has launched DeeperDive—a Gen AI answer engine that lives directly on publisher websites and surfaces answers drawn from the publishers’ own trusted content. At the forefront of this transformation is Gannett | USA TODAY Network, the first to adopt this technology in the U.S., highlighting the company’s commitment to using AI to enhance journalism while defending the open web.
For publishers, the rise of generative AI-powered search engines has created significant challenges: traffic loss, unauthorized content scraping, and minimal compensation. DeeperDive is Taboola’s answer—a way for publishers to compete with AI search engines rather than be overtaken by them. It brings the convenience of Gen AI search, already familiar to millions, into the environments readers trust most: publisher sites themselves.
DeeperDive transforms the search experience by delivering real-time answers based on content created by journalists and editors across a publisher’s archive. Unlike traditional Gen AI tools that rely on outdated data sets, DeeperDive draws from Taboola’s “Pulse of the Internet”—insights from 600 million daily active users across 9,000 global publisher partners. This enables it to respond with rich, multifaceted answers and suggest questions based on current user interest and engagement.
How It Works
When a reader types a question—whether it’s about planning a vacation, checking sports stats, or understanding financial topics—DeeperDive provides a conversational AI-powered answer instantly, grounded in original reporting. But it doesn’t stop there. It also surfaces additional stories and content from across the publisher’s site, giving users greater context and encouraging them to explore further.
For publishers, the implications are twofold: increased user engagement and the potential for new ad revenue. By embedding contextually relevant, high-intent ads into these AI-generated responses, publishers can recapture search-like monetization within their own domains. As Taboola CEO and founder Adam Singolda puts it, “It’s the shift from 50 cents per click to $500 per conversion, right on the publisher’s site.”
Gannett’s Growing AI Strategy
Gannett’s early adoption of DeeperDive is not an isolated move but part of a broader AI-forward strategy. The company has recently launched several initiatives that integrate AI into its newsroom and business operations:
- AI in Local Reporting: Gannett has been using AI tools to generate localized content such as high school sports recaps and real estate listings, allowing human journalists to focus on in-depth reporting.
- Generative AI Guidelines: In early 2024, Gannett released internal standards for how AI can ethically support journalists without replacing them. This transparency reflects a mature, responsible approach to AI integration.
- AI-Powered Content Moderation and Personalization: The company has been exploring AI tools that help tailor news feeds to readers’ preferences while maintaining editorial standards.
Michael Reed, Chairman and CEO of Gannett, emphasized the strategic importance of DeeperDive, saying: “Taboola’s DeeperDive is an exciting win for our audience and the publishing industry at large. With DeeperDive, we see an opportunity to give our readers an innovative new way to explore our trusted content on our properties.”
A Win for the Open Web
DeeperDive’s debut arrives at a key moment. AI search engines have grown rapidly, yet their success is often at the expense of the publishers who supply the content. “It’s simply not sustainable for Gen AI engines to rely on publisher content while sending little traffic and compensating only a select few,” says Singolda. “That’s not innovation, it’s exploitation.”
With partners like Gannett and The Independent (the first UK adopter), the Taboola DeeperDive solution is staking out a more equitable, publisher-first future for AI on the web.
Gannett’s continued investment in AI—from newsroom tools to cutting-edge platforms like DeeperDive—positions it as a leader in the evolution of digital journalism. And with Taboola as a partner, the open web may have found a powerful ally in its battle to remain relevant, trusted, and fairly rewarded in the AI age.
