SINGAPORE — Taboola today announced that BuzzFeed Asia has selected DeeperDive, its industry-first GenAI answer engine built for publisher websites, to enhance how readers in Singapore, Malaysia, and the Philippines discover and interact with content. The integration marks a strategic move to connect audiences with instant, contextual answers sourced directly from BuzzFeed’s extensive library of trusted journalism.
DeeperDive brings the power of GenAI search engines directly onto publisher websites, tapping into years of proprietary, real-time, high-quality content created by journalists and editors across the open web. Readers can ask questions about topics they’re interested in, and have AI provide answers instantly, sourced from trusted journalists such as the best travel desk or top sports reporters.
DeeperDive prompts questions that may be of interest to readers, delivers direct responses, and surfaces additional context and stories from the same publisher site. By meeting users with intuitive, conversational interfaces and instant, relevant answers, BuzzFeed Asia can stay competitive in a rapidly shifting digital landscape and reinforce their brand as a trusted, forward-thinking destination.
“We’ve spent years building big, direct audiences by investing in trusted brands and quality journalism. Today with DeeperDive, we can harness the latest AI tech to offer our users a richer experience by tapping our real-time coverage and archive library. We’re thrilled to expand BuzzFeed’s on-site functionality for our readers, grow user engagement, and open up new revenue opportunities,” said Scott Mackenzie, BuzzFeed Japan & Asia, CEO.
“BuzzFeed Asia 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, Taboola. “Innovative publishers like BuzzFeed Japan who adopt DeeperDive aren’t just keeping up with the GenAI revolution, they’re leading it, on their terms. We’re creating a new user habit, one where readers lean in, ask follow-up questions, and stay to explore. We’re also giving publishers the potential to unlock even more ways to grow.”
A new search experience rooted in real-time insights
According to Taboola, DeeperDive is designed to deliver smarter, more diverse answers for readers by leveraging AI trained on real-time behavior from over 600 million daily active users across its global network of 9,000 publisher partners. Unlike traditional GenAI engines trained solely on static datasets, DeeperDive reflects what people are currently reading, watching, and engaging with online.
This “pulse of the internet” enables DeeperDive to surface timely, contextual answers, suggest relevant questions, and present a more human, intuitive search experience—directly on the publisher’s platform.
Driving engagement and high-intent monetization
For publishers, every reader query generates both an instant response and a curated selection of related articles, encouraging longer sessions and deeper editorial exploration. By tailoring answers to each user—from sports enthusiasts to travelers to financially savvy readers—DeeperDive meaningfully increases time on site and loyalty.
DeeperDive also opens a new monetization avenue by integrating contextually relevant, high-intent advertising into the results page. This allows publishers like BuzzFeed Asia to capture search-like ad revenue within their own environments, turning user inquiries into valuable commercial opportunities without disrupting the reader experience.
