Taboola brings AI search tool to HuffPost UK

Taboola has partnered with HuffPost UK to introduce DeeperDive, an AI-powered answer engine designed to operate directly within publisher websites. The rollout reflects a broader shift in how audiences search for and consume news content.

DeeperDive integrates generative AI capabilities with publishers’ existing editorial archives, allowing readers to ask questions and receive instant responses based on trusted, in-house journalism rather than external sources.

Embedding AI into the publisher experience

The tool enables users to interact with content through a conversational interface, surfacing answers alongside related articles from the same site. It also suggests relevant questions, guiding readers toward additional topics and increasing engagement.

For HuffPost UK, the integration is intended to strengthen its position as a reliable source of information while adapting to changing user expectations around search and discovery.

Cate Sevilla, Editor-in-Chief, HuffPost UK: "The way people access information is changing, but audiences still want high-quality, trustworthy content. DeeperDive enables us to use AI in a way that is helpful to our audience, without compromising on quality, so that we can continue to provide UK audiences with the accurate and compelling journalism for which HuffPost is known."

Turning reader queries into engagement opportunities

DeeperDive draws on real-time insights from Taboola’s network, which includes millions of daily users across thousands of publisher sites. This allows the system to generate responses that reflect current interests and trending topics, rather than relying solely on static datasets.

Adam Singolda, CEO and Founder, Taboola: "HuffPost is taking their great history of creating human-centric, reader-first news even further with DeeperDive. With DeeperDive, HuffPost readers can enjoy a more personalised experience than ever before, as they ask their own questions and learn about the topics that matter to them most. We look forward to seeing how DeeperDive can drive Huffpost's growth and support the publication as it continues to put people at the heart of its reporting."

New paths for monetization and retention

Alongside editorial benefits, the platform introduces opportunities for publishers to increase time spent on site and deepen reader engagement. Each query response links to relevant articles, encouraging further exploration within the publisher’s ecosystem.

The technology also opens up new advertising formats by embedding contextually relevant ads within AI-generated responses. This creates potential for publishers to capture search-style revenue while maintaining control over their audience experience.

As publishers adapt to evolving search behaviours, the partnership highlights how AI can be integrated into owned platforms to support both content discovery and commercial growth.

www.taboola.com

www.huffingtonpost.co.uk

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