Gannett has rolled out a new AI feature on USA TODAY that it claims will change the way readers get information from the site. Called DeeperDive, the tool was built by Taboola and is now fully integrated into USA TODAY after months of testing.
DeeperDive lets visitors ask questions directly on USA TODAY’s platform and get responses pulled from the site’s reporting. Instead of forcing readers to bounce between search engines and random blogs, the tool draws from content created by journalists across the USA TODAY Network. Gannett says it is the first U.S. publisher to put this type of system live.
Michael Reed, Chairman and CEO of Gannett, said, “Fully embedding DeeperDive as part of USA TODAY is a first for the industry, but it’s especially significant for our brand as we embrace innovation for the benefit of our readers.”
He continued, “The Taboola partnership gives us the opportunity to further deliver on our promise to enrich and empower the communities we serve because DeeperDive provides our valued audiences with trusted relevant content. In turn, this is expected to drive stronger advertising CPMs as we capitalize on this new revenue channel.”
Reed also noted that the company is looking ahead to “embedding agents to allow readers seamless and efficient purchasing opportunities that are tailored to their interests.”
Taboola’s CEO and founder, Adam Singolda, called the launch “a once-in-a-generation opportunity for publishers and the Open Web.”
“With DeeperDive, we’re moving the industry from Pageviews to Generative AI Conversations, and from clicks to transactions rooted in what I see as the most valuable part of the LLM market – decisions that matter,” Singolda said.
He added, “Consumers may ask questions using consumer GenAI engines, but when it comes to choices that require trust and conviction, USA TODAY is where they turn.”
Singolda also said that in Q4, Taboola will begin testing “advertising LLM experiences with several major brand partners.”
The beta period started in June with a smaller group of users, and Gannett expanded access as engagement grew. With the full rollout, more than 100 million readers can now try it.
By embedding its own AI engine directly into the site, Gannett is betting that readers will stick around longer and advertisers will see better returns. The move also takes aim at AI platforms that recycle journalism without permission or compensation.
Whether audiences will embrace this new way of interacting with news remains to be seen, but both Gannett and Taboola are positioning it as the start of a broader shift.
