In October 2023, Forbes launched a generative AI search tool called Adelaide that lets readers ask questions and get summarized answers drawn entirely from Forbes articles. Instead of a list of links, Adelaide gives a conversational response — like asking a knowledgeable colleague who has read everything Forbes has ever published. It was built with Google Cloud and is being rolled out to Forbes' 150 million monthly readers.

Adelaide was built using Google Cloud Vertex AI and searches Forbes content from the prior 12 months, with plans to eventually cover the full Forbes archive going back to 1917. Forbes deliberately chose to limit Adelaide's answers to its own journalism — no outside sources are included — to ensure the responses reflect trusted Forbes reporting. Early results showed readers spent 20% longer on the site and had four times more interaction with the page when using Adelaide compared to standard navigation. Monetization plans include display advertising within the tool and potential exclusive features for paying subscribers. The tool is named after the wife of Forbes founder B.C. Forbes.