More publishers are turning to AI-powered search and chatbot tools to make their sites stickier to users and offset the impact of zero-click search.
HuffPost UK, Reach and USA Today Co., are among the latest to add a new AI answer engine toolbar from Taboola, to answer users’ questions with a few AI-generated paragraphs and surface relevant articles from the publishers’ archives.
The tool, called DeeperDive, is provided by content recommendation tech company Taboola, which claims it has onboarded “dozens” of publishers since the product launched in September 2025.
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