AI Search Engine War Heats Up as Taboola Launches DeeperDive

AI Platforms and Apps: In a bold move to protect publishers and reshape how news content is accessed and monetized, Taboola has officially launched DeeperDive, a new generative AI-powered intelligence tool that transforms how readers engage with information on news websites. Positioned as a direct counterstrike against the rising dominance of external Gen AI search engines that often scrape content without permission, DeeperDive promises to empower publishers by bringing the search engine experience back into their own hands.

The AI tool is already being piloted by major media giants including Gannett | USA TODAY Network in the United States and The Independent in the UK. These early adopters helped shape and test the platform, which aims to drive deeper engagement and revenue while maintaining editorial control. This AI Platforms and Apps news report reveals how Taboola’s new system enhances reader experience by delivering real-time, intelligent responses sourced directly from trusted media brands.

The Problem Publishers Are Facing

The media industry has long been under siege by third-party AI tools that aggregate news without crediting or compensating original publishers. These systems not only extract value from news content without sharing the benefits but also reduce direct traffic to publisher sites—leading to major drops in ad revenue and visibility. Taboola’s DeeperDive aims to flip that script.

By building DeeperDive directly into a publisher’s own website, it allows readers to interact with a live, Gen AI-powered interface that pulls directly from a publication’s archived and real-time articles. Instead of offering generic or unverified answers, DeeperDive provides citations from credible editorial sources like top travel publications or leading sports journalists.

What Makes DeeperDive Different

DeeperDive goes beyond just answering questions—it creates a dynamic, conversation-style user experience that helps readers explore more deeply. When someone types in a query, DeeperDive provides context-rich answers while also surfacing related articles from the same site. It’s not just Q&A—it’s an immersive learning and discovery journey.

This hyper-relevant content delivery is made possible through Taboola’s massive AI engine, which analyzes real-time behavior across more than 600 million daily users and over 9,000 media outlets. Instead of relying solely on static training data, DeeperDive understands trending interests as they unfold across different demographics and geographies, allowing it to deliver smarter and more personalized answers.

Why This Matters for News Brands

Readers today expect instant, relevant, and engaging experiences. DeeperDive gives publishers the ability to meet that demand while reinforcing their role as credible news sources. With its clear answers and direct links to internal articles, DeeperDive encourages users to spend more time on-site, which naturally boosts loyalty and readership.

From a business perspective, it also unlocks valuable monetization opportunities. The AI-driven platform is able to identify high-intent user queries—such as someone researching travel destinations or comparing financial options—and match them with targeted, contextual ads. This means publishers can tap into premium ad conversion potential, shifting away from the low-value clicks generated by traditional ad models.

Trusted Voices Backing the Innovation

Gannett’s President and CEO, Michael Reed, praised the partnership: “Taboola is a long-standing ally in our growth. With DeeperDive, we saw an opportunity to offer readers a modern experience in exploring our trusted content on our own platform.”

Similarly, Christian Broughton, CEO of The Independent and Independent Media, emphasized how the platform aligns with their vision. “We are thrilled to have co-designed DeeperDive. It will allow us to expand the breadth of news we offer, deepen engagement, and strengthen relationships with our readers.”

A Bigger Vision for the Open Web

Adam Singolda, CEO and Founder of Taboola, believes DeeperDive marks a defining moment not only for his company but for the entire digital media landscape. “We’re empowering publishers to join the Gen AI revolution on their own terms—turning high-quality journalism into direct revenue streams and search powerhouses,” he said.

Singolda also took a stand against the unethical practices of large AI aggregators. “The Open Web will only survive if innovation goes hand-in-hand with fairness. AI systems must not leech off publisher content without returning traffic or value. DeeperDive represents a new era of shared benefit, transparency, and respect for the content creators who power the internet.”

The New Frontier of AI in Publishing

DeeperDive is more than a flashy new tool—it’s a strategic weapon in the ongoing battle for ownership, revenue, and authenticity in journalism. At a time when newsrooms face threats from misinformation and profit siphoning AI bots, Taboola’s solution gives publishers the chance to reclaim their audiences, data, and profits.

By providing smarter AI experiences rooted in trustworthy journalism, platforms like DeeperDive may represent the future of how we search, learn, and interact with news. It’s not just about giving answers. It’s about giving power back to those who make those answers possible—journalists, editors, and the publishers who employ them.

This shift could not come at a better time. With many media outlets struggling to maintain independence and profitability, DeeperDive provides a practical, ethical, and scalable model for combining Gen AI with responsible news delivery. If broadly adopted, it could help usher in a sustainable future for the open web—one where information flows freely, but the originators of that information are finally compensated fairly.

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