• by Ray Schultz , September 15, 2025

Gannett, parent company of USA Today, says it 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 says.

it adds that it 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, Gannett says.

“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,” says Michael Reed, chairman and CEO of Gannett.

The new initiative also includes more curated advertising, Reed adds. 

DeeperDive sources its responses solely from USA Today and USA Today Network journalism and content.

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, Reed says.

The partnership is a “once-in-a-generation" opportunity, says Adam Singolda, CEO and founder of Taboola.

“With DeeperDive, we’re moving the industry from page views 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 says. 

The term LLM refers to large language models like ChatGPT, Gannett points out.