ProRata.ai to Help GenAI Platforms Compensate Content Owners

Leading technology incubator Idealab Studio has launched ProRata.ai, a company that aims to enable generative artificial intelligence (GenAI) platforms to fractionally attribute and compensate content owners.

Bill Gross, founder and CEO of Idealab Studio, will serve as the company’s CEO. With ProRata’s technology, GenAI platforms can accurately attribute and share revenues on a per-use basis with content owners.

The technology will protect and reward creators while preventing unreliable content from driving AI answers. Additionally, ProRata is also building a consumer AI answer engine that will launch this fall to showcase the company's attribution technology.

“Current AI answer engines rely on shoplifted, plagiarized content,” said Bill Gross, CEO, ProRata. “This creates an environment where creators get nothing and disinformation thrives. ProRata is pro-author, pro-artist, and pro-consumer. Our technology allows creators to get credited and compensated while consumers get attributed, accurate answers. This solution will lead to a broader movement across the entire AI industry.”

“There is an urgent need and opportunity to align the incentives of AI platforms and publishers in the interests of quality journalism, the reader, and respect for intellectual property,” said John Ridding, CEO of Financial Times Group. “ProRata’s approach—identifying source material and sharing resulting revenues between technology companies that use it and publishers that create it—can help develop a healthier and fairer information ecosystem that encourages accurate and authoritative journalism and rightly rewards those who produce it.”

ProRata’s technology analyzes AI output, measures the value of contributing content, and calculates proportional compensation based on that. Unlike music or video streaming, GenAI pay-per-use requires fractional attribution as responses are generated using multiple content sources.

Notably, the company is in advanced discussions with global news publishers, media and entertainment companies, and more than 100 noted authors.