Reach Adopts Taboola DeeperDive Gen AI Answer Engine

Publishers are under increasing pressure to keep readers engaged as generative AI search tools reshape how audiences discover information across the open web. In response to this shift, Taboola has announced that Reach PLC has selected DeeperDive, a Gen AI answer engine built to operate directly on publisher websites using their own content. As part of the agreement, Reach will deploy DeeperDive across major properties including the Express and the Daily Star.

The move comes as publishers face growing competition from generative AI powered search engines that often scrape content and divert traffic away from original sources. Many media organizations are now seeking new approaches that allow them to retain control of their audiences while still meeting changing reader expectations for fast and conversational access to information.

DeeperDive is designed to bring the experience of a generative AI search engine onto publisher owned sites. It draws from years of proprietary and real time content produced by journalists and editors, enabling readers to ask questions and receive instant answers sourced directly from trusted reporting. By keeping discovery and exploration within the publisher environment, the technology aims to strengthen engagement and reinforce brand trust.

Since its launch in 2025, DeeperDive has been adopted by several major publishers around the world, including the Gannett I USA TODAY Network, India Today Group, BuzzFeed Asia, and The Bangkok Post. Taboola says these publishers are using the tool to address traffic challenges while offering readers a more interactive way to explore news and information.

On Reach sites, DeeperDive will allow readers to ask questions about topics they care about and receive clear, contextual answers, along with links to related articles from the same publication. The system also suggests follow up questions and surfaces additional stories, encouraging deeper exploration and longer time spent on site.

“This is an important step for us as we focus on how to reach readers where they are, with conversational search becoming increasingly common. DeeperDive gives us the ability to continue that focus, giving readers the ability to learn more and explore topics they care about. Taboola has been a great partner for us as we continue to harness generative AI and apply to our everyday user journey,” said Terry Hornsby, Chief Product and Technology Officer at Reach PLC.

Taboola leadership views the partnership as part of a broader shift in how publishers can compete in an AI driven landscape. “Reach PLC is taking their rich history of delivering quality content and with DeeperDive, offering it to readers in a completely new, appealing and innovative way,” said Adam Singolda, CEO and Founder of Taboola. “Publishers who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it, on their terms.”

Beyond engagement, DeeperDive also opens the door to new monetization opportunities by enabling contextually relevant, high intent advertising within AI generated answers. For Reach, adopting Taboola DeeperDive represents a strategic effort to protect traffic, deepen reader relationships, and shape how generative AI is used inside trusted publisher environments.