- Gannett unveils DeeperDive, an AI tool replacing traditional search on USA Today
- The system provides factually accurate, source-cited answers from proprietary content
- Gannett aims to counter AI-driven traffic loss and explore new revenue opportunities
Gannett, publisher of USA Today and more than 220 other titles, has rolled out DeeperDive, a generative AI answer engine designed to reshape how readers interact with its journalism.
Unveiled by CEO Mike Reed at the WIRED AI Power Summit in New York, DeeperDive replaces the search bar on USA Today’s homepage with a conversational tool. It prompts readers with suggested questions — such as “How does Trump’s Fed policy affect the economy?” — and generates concise answers based solely on Gannett’s reporting. Each response is linked to related stories, with citations at sentence level for transparency.
Reed stressed that DeeperDive excludes opinion content to prioritise accuracy. He described the tool as a way to retain audiences as services like Google’s AI Overview increasingly summarise news without sending users to publisher sites. Gannett has also signed licensing deals with AI companies including Amazon and Perplexity and moved to block scraping of its content.
The engine was developed with Taboola, which fine-tuned open-source models using data from its global publisher network. A beta test launched in June with a portion of USA Today’s 195 million monthly visitors delivered what Gannett said was strong performance and user engagement, leading to a full rollout.
Looking ahead, Reed said Gannett is exploring “agentic tools” to help readers with purchasing decisions, positioning DeeperDive not only as an editorial service but also as a potential driver of new revenue.
The launch makes Gannett the first major U.S. publisher to embed an AI answer engine at scale, underlining how news organisations are beginning to use generative AI not as an external threat but as an integrated product to support journalism and strengthen their business models.
Source: Noah Wire Services
- https://www.wired.com/story/usa-today-enters-its-gen-ai-era-with-a-chatbot/ – Please view link – unable to able to access data
- https://www.wired.com/story/usa-today-enters-its-gen-ai-era-with-a-chatbot/ – Gannett, the publisher behind USA Today and 220 other publications, has introduced DeeperDive, a chatbot-like tool that engages readers, summarises insights from its journalism, and suggests new content across its sites. CEO Mike Reed highlighted its performance at the WIRED AI Power Summit in New York. Reed also noted the challenges publishers face with AI, as chatbots trained on their content now summarise it, reducing the traffic that search engines previously directed to them. He mentioned that Google’s AI Overview feature has significantly decreased traffic to publishers. Gannett has entered into agreements with AI companies, including Amazon and Perplexity, to license its content and actively blocks web scrapers that steal content. DeeperDive aims to help publishers capture readers’ attention by engaging them in new ways, replacing traditional search boxes and automatically suggesting questions readers might want to ask. For instance, it prompts with questions like, ‘How does Trump’s Fed policy affect the economy?’ DeeperDive generates concise answers to queries along with relevant stories from the USA Today network. Reed emphasised the importance of DeeperDive providing factually correct information and not drawing from opinion pieces, stating, ‘We only look at our real journalism.’ The tool was developed by Taboola, with CEO Adam Singolda stating that it grounds every answer in articles retrieved from publisher partners and requires sentence-level citations to those sources. He added that DeeperDive avoids generating outputs if information from two sources conflicts. Reed also expressed interest in exploring tools for readers’ shopping decisions, noting that their audiences have a higher intent to purchase. ([wired.com](https://www.wired.com/story/usa-today-enters-its-gen-ai-era-with-a-chatbot/?utm_source=openai))
- https://www.gannett.com/pr/gannett-deploys-innovative-deeperdive-ai-technology-to-drive-digital-transformation/ – Gannett Co., Inc. has launched DeeperDive, an industry-first Gen AI answer engine developed by Taboola, directly on USA TODAY’s website. This technology connects readers with clear answers to their queries and real-time content exclusively from USA TODAY and the USA TODAY Network. DeeperDive brings the power of GenAI search engines directly onto USA TODAY’s platform, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the USA TODAY Network. DeeperDive prompts questions that may be of interest and answers questions with direct responses enabled by technology that surfaces additional context and stories from the publisher site, offering users a richer, more valuable view. DeeperDive combines the high-caliber reporting the USA TODAY Network is known for with the AI technology and expertise that only Taboola can deliver. ([gannett.com](https://www.gannett.com/pr/gannett-deploys-innovative-deeperdive-ai-technology-to-drive-digital-transformation/?utm_source=openai))
- https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html – Gannett Co., Inc. has fully implemented Taboola’s DeeperDive AI answer engine on USA TODAY’s website, serving an audience of over 195 million monthly unique visitors. After a successful beta, DeeperDive delivers the power of GenAI conversations directly on USA TODAY’s platform for all users, tapping into years of proprietary, real-time, high-quality content created by journalists and editors at USA TODAY and across the USA TODAY Network. Gannett is the first U.S. publisher to launch the DeeperDive technology, connecting readers with clear responses to the topics they want to know as well as real-time content exclusively from USA TODAY and the USA TODAY Network. The DeeperDive beta launched in June to a percentage of USA TODAY readers and was expanded after it exceeded performance expectations. In the next phase, AI agents will be tested to give readers access to easy purchasing options tailored to their specific needs and interests. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html?utm_source=openai))
- https://www.mediapost.com/publications/article/409128/gannett-and-taboola-roll-out-the-deeperdive-ai-eng.html – Gannett, parent company of USA Today, has fully implemented Taboola’s generative artificial intelligence (GenAI) engine, DeeperDive, to serve USA Today’s audience of more than 195 million monthly unique visitors. DeeperDive uses the content created by reporters and editors of the USA Today Network to deliver clear, timely GenAI conversations to readers. Gannett is the first U.S. publisher to fully embed the AI-answer engine. The step aligns with the company’s commitment to seek innovation to serve its readers. The new initiative also includes more curated advertising. DeeperDive sources its responses solely from USA Today and USA Today Network journalism and content. DeeperDive interacts with readers to deliver a sharper understanding of the topics users want to know about. A DeeperDive beta was launched in June to a percentage of readers and was expanded after it exceeded performance expectations. In the next phase, AI agents will be tested to give readers access to easy purchasing options tailored to their specific needs and interests. ([mediapost.com](https://www.mediapost.com/publications/article/409128/gannett-and-taboola-roll-out-the-deeperdive-ai-eng.html?utm_source=openai))
- https://www.nasdaq.com/press-release/gannett-deploys-innovative-deeperdive-ai-technology-drive-digital-transformation-2025 – Gannett Co., Inc. has launched DeeperDive, an industry-first Gen AI answer engine created by Taboola, deployed directly on USA TODAY’s website. The technology connects readers with clear answers to the topics they want to know about and real-time content exclusively from USA TODAY and the USA TODAY Network. DeeperDive brings the power of GenAI search engines directly onto USA TODAY’s platform, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the USA TODAY Network. DeeperDive prompts questions that may be of interest and answers questions with direct responses enabled by technology that surfaces additional context and stories from the publisher site, offering users a richer, more valuable view. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists whether they seek the best local travel tips, the top sports stories or current political news. DeeperDive is a solution to the Generative AI-powered search engines that scrape content without permission or licensing and offering no fair compensation in return. ([nasdaq.com](https://www.nasdaq.com/press-release/gannett-deploys-innovative-deeperdive-ai-technology-drive-digital-transformation-2025?utm_source=openai))
- https://www.investing.com/news/company-news/gannett-launches-ai-answer-engine-on-usa-today-website-4090809 – Gannett Co., Inc. has introduced DeeperDive, an AI-powered answer engine developed by Taboola, on USA TODAY’s website. This technology provides readers with answers to queries using content exclusively from USA TODAY and the USA TODAY Network. Unlike traditional AI search engines that may scrape content without permission, DeeperDive draws solely from the publisher’s own journalism. The system responds to user questions with direct answers while providing links to relevant articles from across the publisher’s platforms. It also suggests topics that might interest readers based on current trends. Currently in beta testing, DeeperDive is reaching approximately 1% of USA TODAY’s audience of over 195 million monthly unique visitors, with human assessment of quality. Implementing Taboola’s DeeperDive Gen AI answer engine on their platform is seen as an exciting win for Gannett’s business and the publishing industry at large. The technology aims to increase reader engagement while creating new revenue opportunities through contextually relevant advertising inserted into AI-powered results. ([investing.com](https://www.investing.com/news/company-news/gannett-launches-ai-answer-engine-on-usa-today-website-4090809?utm_source=openai))
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is based on a press release from Gannett, dated June 11, 2025, announcing the launch of DeeperDive, an AI-powered answer engine developed by Taboola, on USA TODAY’s website. ([gannett.com](https://www.gannett.com/pr/gannett-deploys-innovative-deeperdive-ai-technology-to-drive-digital-transformation/?utm_source=openai)) This press release is the earliest known publication date of the content. The report has been republished across various reputable outlets, including GlobeNewswire and Nasdaq, indicating its originality and freshness. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html?utm_source=openai)) There are no indications of recycled news or discrepancies in figures, dates, or quotes. The narrative includes updated data, such as the full rollout of DeeperDive on September 15, 2025, which justifies a higher freshness score. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html?utm_source=openai))
Quotes check
Score:
10
Notes:
The direct quotes from Mike Reed, Gannett’s CEO, and Adam Singolda, Taboola’s CEO, are consistent across multiple reputable sources, indicating they are original and not reused. No variations in wording or discrepancies have been found. The absence of earlier matches for these quotes suggests they are exclusive to this report.
Source reliability
Score:
10
Notes:
The narrative originates from a press release issued by Gannett Co., Inc., a reputable organisation. The report has been covered by multiple reputable outlets, including GlobeNewswire, Nasdaq, and MediaPost, further confirming its reliability. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html?utm_source=openai))
Plausability check
Score:
10
Notes:
The claims about DeeperDive’s capabilities and its integration with USA TODAY are consistent with information from multiple reputable sources. The narrative provides specific details, such as the beta launch in June 2025 and the full rollout on September 15, 2025, which are corroborated by other reputable outlets. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html?utm_source=openai)) The language and tone are consistent with typical corporate communications, and there are no signs of excessive or off-topic detail.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is based on a press release from Gannett, dated June 11, 2025, announcing the launch of DeeperDive, an AI-powered answer engine developed by Taboola, on USA TODAY’s website. ([gannett.com](https://www.gannett.com/pr/gannett-deploys-innovative-deeperdive-ai-technology-to-drive-digital-transformation/?utm_source=openai)) The report has been republished across various reputable outlets, including GlobeNewswire and Nasdaq, indicating its originality and freshness. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html?utm_source=openai)) The direct quotes from Mike Reed, Gannett’s CEO, and Adam Singolda, Taboola’s CEO, are consistent across multiple reputable sources, indicating they are original and not reused. The claims about DeeperDive’s capabilities and its integration with USA TODAY are consistent with information from multiple reputable sources. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/15/3150238/31297/en/USA-TODAY-Deploys-Taboola-s-DeeperDive-AI-Answer-Engine-for-All-Audiences.html?utm_source=openai)) The language and tone are consistent with typical corporate communications, and there are no signs of excessive or off-topic detail. Given the corroboration from multiple reputable sources and the absence of any significant credibility risks, the overall assessment is a PASS with high confidence.
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