Gannett, the parent company of USA Today, has entered the generative AI era with the launch of DeeperDive, a chatbot designed to help readers interact with the news in new ways.
Unlike traditional search bars, DeeperDive invites users to ask conversational questions such as “How does Trump’s Fed policy affect the economy?” or “What’s happening in the U.S. housing market right now?” The chatbot then responds with concise, citation-backed summaries rather than opinion-driven content.
A Shift in How Readers Consume News
The move underscores a seismic shift in the media industry. As more audiences turn to AI-powered summaries and assistants outside of news sites, publishers are racing to build their own tools to keep readers engaged. Gannett executives describe DeeperDive as a way to “meet readers where they are”—offering context, clarity, and direct answers instead of leaving users to wade through multiple articles.
DeeperDive is powered by generative AI models fine-tuned on vetted content from USA Today and other Gannett outlets. This internal sourcing, the company says, ensures the bot remains factual, timely, and in line with editorial standards.
What’s at Stake for Journalism
The experiment is part of a broader reckoning in journalism: will AI amplify newsrooms or cannibalize them? Advocates see potential to enhance trust and accessibility—especially for younger audiences accustomed to getting information from AI assistants like ChatGPT. Skeptics warn that chatbots may oversimplify, strip nuance, or encourage readers to rely on surface-level answers rather than full reporting.
Still, Gannett is betting that DeeperDive will redefine how people engage with its stories. If successful, it could spark a wave of similar rollouts across the U.S. media landscape, ushering in a new era of AI-augmented journalism.
