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Reviewed and published by trentmaziarz, March 22, 2026. Discovered and drafted by our automated research pipeline.

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.

Details

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.

Products affected

Forbes.com search experience

Sources & Evidence

News Article

How publishers are using AI chatbots to boost engagement

Press Gazette·Dec 2023

https://pressgazette.co.uk/publishers/digital-journalism/news-chatbots-generative-ai-forbes-search/

News Article

'Forbes' Launches AI-Based News Search Tool With Google Cloud

MediaPost·Oct 2023

https://www.mediapost.com/publications/article/390540/forbes-launches-ai-based-news-search-tool-with-g.html

Cite this record

Trace Foundation. (2026). Forbes: 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 (data as of 2026-03-22) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/fe992d5f-209a-4e37-8bae-6c6a7f752758. Accessed October 14, 2026.

Stable link: https://www.aitrace.org/r/practice/fe992d5f-209a-4e37-8bae-6c6a7f752758
Data as of: March 22, 2026
Last verified: March 22, 2026

How to cite AI Trace

Other practices by Forbes

OtherForbes has taken steps to stop AI companies from using its articles to train their AI systems without permission. It has blocked AI web crawlers from its site, sent a legal cease-and-desist to Perplexity AI after it republished a Forbes exclusive using AI, and joined a group of 14 publishers in a federal copyright lawsuit against AI startup Cohere for allegedly using thousands of Forbes articles without authorization.OtherIn July 2025, Forbes created a new internal group called the AI & Strategic Platforms Group to lead its AI strategy and revenue development. CEO Sherry Phillips also announced that Forbes is developing an "AI Manifesto" — a written framework setting out the company's stance on how AI should be used, what ethical limits apply, and how risks will be managed. As of August 2025, the manifesto had not yet been published.Creative GenA study published in late 2025 found that roughly 15% of all articles published on Forbes Business Council in 2024 were likely written by AI, not humans. Forbes Councils is a paid membership platform where business executives publish their own content — it operates under different editorial oversight than Forbes' core journalism. The study's authors also successfully submitted and published a fully AI-generated article on Forbes Technology Council in July 2025.

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