Gannett launches generative AI tool to answer readers’ biggest questions

Gannett, parent company of USA TODAY, on Wednesday launched generative AI engine DeeperDive, which will give readers up-to-the-minute answers to questions on everything from sports highlights to financial news. 

The technology stands out for its immediate responses, tailored to the reader’s curiosity, based on the expertise of USA TODAY and the USA TODAY Network’s journalists.   

The answer engine, created by Taboola, will be available on USA TODAY’s website. It will be the first publication in the U.S. to test the technology among 1% of its more than 195 million monthly unique visitors having initial access. 

DeeperDive will also help USA TODAY continue to get a better understanding of what topics and stories interest readers most, said Michael Reed, Chairman and Chief Executive Officer, Gannett/USA TODAY Network. 

“Implementing Taboola’s DeeperDive Gen AI answer engine on our own platform is an exciting win for our business and the publishing industry at large,” Reed said in a statement. “This innovation will lead to deeper engagement with consumers as we continue to expand our audience … DeeperDive combines the high-caliber reporting the USA TODAY Network is known for with the AI technology and expertise that only Taboola can deliver.” 

In contrast to search engines that utilize content without permission, DeeperDive will tap into USA TODAY’s network of journalists as well as the knowledge of Taboola’s more than 600 million daily active users and 9,000 publisher partners worldwide. DeeperDive's quality and performance will be monitored by people, not AI. 

Other highlights include:  

▶ Timely, layered answers: Taboola’s vast pool of users and publisher partners, along with its advanced AI, means DeeperDive will be up to date on what a variety of readers are currently interested in. Along with detailed, relevant answers, DeeperDive may also recommend questions based on topics that are dominating local, regional and national conversations.  

▶ More readership and longer engagement: DeeperDive’s tailored, comprehensive responses will likely lead to readers staying on USA TODAY’s site longer, returning more often, and clicking on more content.  

▶ More ad revenue: Content-related ads will appear, presenting a revenue avenue without being obstructive to the reader. 

“Today marks a major step forward for the open web,” Adam Singolda, CEO and founder of Taboola, said in a statement. “With DeeperDive, we’re giving publishers the power to join the Gen AI revolution on their own terms — creating richer, more trusted experiences for users, and unlocking search-like monetization opportunities that were previously out of reach … I truly believe it will change how billions of people get information online.”