USA Today taps Palantir for AI-driven reader personalization

USA Today Co. is consolidating fragmented reader data into a single Palantir-powered system to personalize newsletters, target affiliate links and convert anonymous visitors into subscribers. The deal sparked a revolt across 31 unionized newsrooms over Palantir's work with ICE and reader-data concerns.

• USA Today Co. runs USA Today and 200+ local outlets with $1.1B in annual print revenue
• Palantir software aims to unify reader data and personalize content and newsletters
• 31 NewsGuild-CWA newsrooms demand the contract be terminated over Palantir's ICE ties
• Company denies Palantir has access to newsroom systems or subscriber records