The publishing company behind USA Today and 220 other publications is today rolling out a chatbot-like tool called DeeperDive that can converse with readers, summarize insights from its journalism, and suggest new content from across its sites.
“Visitors now have a trusted AI answer engine on our platform for anything they want to engage with, anything they want to ask,” said Mike Reed, CEO of Gannett and the USA Today Network, at the WIRED AI Power Summit in New York, an event that brought together voices from the tech industry, politics, and the world of media, “and it is performing really great.”
Most publishers have a fraught relationship with AI, as the chatbots that trained on their content are now summarizing it and eating the traffic that search engines used to send them.
Reed said that Google’s AI Overview feature has dramatically cut traffic to publishers across the industry. “We are watching the same movie as everyone else is watching,” Reed said ahead of today’s announcement. “We can see some risk in the future to any content distribution model that is based primarily on SEO optimization.”
Like other publishers, Gannett has signed some deals with AI companies, including Amazon and Perplexity, to license its content. The company actively blocks the web scrapers that crawl websites in order to steal content.
DeeperDive represents a bet that harnessing the same generative artificial intelligence technology could help publishers capture readers attention by engaging with them in new ways.
The tool replaces a conventional search box and automatically suggests questions that readers might want to ask. For example, today it offers as one prompt, “How does Trump’s Fed policy affect the economy?”
DeeperDive generates a short answer to the query along with relevant stories from across the USA Today network. Reed says it is crucial that DeeperDive bases its output on factually correct information and does not draw from opinion pieces. “We only look at our real journalism,” he says.
The interface of DeeperDive on the homepage of USA Today
Photograph: USA Today
Reed adds that his company hopes that the tool will also reveal more about readers’ interests. “That can help us from a revenue standpoint,” he said.
DeeperDive was developed by the advertising company Taboola. Adam Singolda, Taboola’s CEO, says his firm developed DeeperDive by fine-tuning several open source models.
Singolda says DeeperDive benefits from data gathered from across its own network of more than 600 million daily readers across around 11,000 publishers. He says the tool “grounds every answer in articles retrieved from our publisher partners and requires sentence-level citations to those sources” and will avoid generating an output if information from two sources seems to conflict.
Gannett’s CEO Reed said ahead of today’s event that, together with Taboola, his firm is interested in exploring agentic tools for readers’ shopping decisions. “Our audiences have a higher intent to purchase to begin with,” he says. “That’s really the next step here.”
