We build AI-powered search and advertising solutions— grounded in respect for content.
ATTRIBUTION TECHNOLOGY FOR GENERATIVE AI
Our agentic AI ad network
Introducing Gist.ai
VISION
Our mission is to protect and advance human creativity in the AI era.
THE PROBLEM
By crawling and repackaging copyrighted material without proper credit or compensation, AI poses an existential threat to content owners.
Creators aren’t getting proper credit for the value of their work.
Content owners aren’t sharing in the financial upside of generative AI.
Publishers are losing web traffic as users turn away from traditional search links.
How Creators And Artists Can Safeguard Their Work From AI Misuse (Bill Gross), Fortune Brainstorm AI 2024
Credit: Fortune Magazine #BrainstormAI
How to Create a Future Positive AI World (Bill Gross), DLD 2025
Credit: DLD Conference
OUR TECHNOLOGY
To enable AI pay-per-use, we’ve invented technology that can analyze a generative response and fairly attribute each source of contributing content.
Creators must receive full attribution whenever their work is used by AIs.
Content owners must receive a share of the income their material generates.
Publishers and creators must be promoted, not hidden from view.
Multi-dimensional attribution algorithms determine fractional contribution of content used to generate a response.
Multi-modal applications cover generative text, images, music, and video.
Available as-a-service, scaleable for both small and large gen-AI systems.
CONTENT PARTNERS
Trusted by industry leaders and over 500 top publications.
Supporting publishers
Mission partners
Get updates
“We are encouraged to see new entrepreneurial innovation set into motion in the Generative AI space guided by objectives that align with our own vision of how this revolutionary technology can be used ethically and positively while rewarding human creativity. Having reached a strategic agreement to help shape their efforts in the music category, we look forward to exploring all the potential ways UMG can work with ProRata to further advance our common goals and values.”
Sir Lucian Grainge
Chairman and CEO
Universal Music Group
“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. 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.”
John Ridding
CEO
Financial Times Group
“ProRata is working to solve one of the most important issues in AI: how can LLMs properly credit and compensate the publishers of the work they depend on. With this partnership, we are working with them to establish first principles for media and AI – in a way that values, respects, and protects the exceptional talent and intense work of journalists and creators. We hope to see this approach to permissions, content controls, clear attribution, and fair value become the industry norm.”
Nicholas Thompson
CEO
The Atlantic
“Axel Springer is committed to investing in cutting-edge AI technology to support a sustainable future for journalism. We are encouraged by ProRata’s commitment to fair attribution and compensation for news publishers and content owners, and we look forward to collaborating with their team to develop and refine their platform. It’s imperative that innovative teams developing AI-driven technology do so in partnership with journalism organizations.”
Jan Bayer
President News Media USA
Deputy CEO
Axel Springer
“Fortune looks forward to exploring work with ProRata because we believe they place a high priority on proper attribution and compensation for quality content. The goal is to work together to bring Fortune’s world-class business journalism, valuable archives, and authoritative lists to new audiences with ProRata’s innovative approach to AI.”
Anastasia Nyrkovskaya
CEO
Fortune
Creators must receive full attribution whenever their work is used by AIs.
Content owners must receive a share of the income their material generates.
Publishers and creators must be promoted, not hidden from view.
PARTNERSHIPS
Are you a publisher or creator? Get a 50/50 rev share.
Will pay you 50% of all subscription and advertising revenues.
Will use only fully licensed content from quality publishers and creators.
Will help you track where and how your content is being used by AIs.
Will aggressively drive traffic to your website.
Creators aren’t getting proper credit for the value of their work.
Content owners aren’t sharing in the financial upside of generative AI.
Publishers are losing web traffic as users turn away from traditional search links.
“We are encouraged to see new entrepreneurial innovation set into motion in the Generative AI space guided by objectives that align with our own vision of how this revolutionary technology can be used ethically and positively while rewarding human creativity. Having reached a strategic agreement to help shape their efforts in the music category, we look forward to exploring all the potential ways UMG can work with ProRata to further advance our common goals and values.”
Sir Lucian Grainge
Chairman and CEO
Universal Music Group
“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. 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.”
John Ridding
CEO
Financial Times Group
“ProRata is working to solve one of the most important issues in AI: how can LLMs properly credit and compensate the publishers of the work they depend on. With this partnership, we are working with them to establish first principles for media and AI – in a way that values, respects, and protects the exceptional talent and intense work of journalists and creators. We hope to see this approach to permissions, content controls, clear attribution, and fair value become the industry norm.”
Nicholas Thompson
CEO
The Atlantic
“Axel Springer is committed to investing in cutting-edge AI technology to support a sustainable future for journalism. We are encouraged by ProRata’s commitment to fair attribution and compensation for news publishers and content owners, and we look forward to collaborating with their team to develop and refine their platform. It’s imperative that innovative teams developing AI-driven technology do so in partnership with journalism organizations.”
Jan Bayer
President News Media USA
Deputy CEO
Axel Springer
“Fortune looks forward to exploring work with ProRata because we believe they place a high priority on proper attribution and compensation for quality content. The goal is to work together to bring Fortune’s world-class business journalism, valuable archives, and authoritative lists to new audiences with ProRata’s innovative approach to AI.”
Anastasia Nyrkovskaya
CEO
Fortune
Multi-dimensional attribution algorithms determine fractional contribution of content used to generate a response.
Multi-modal applications cover generative text, images, music, and video.
Available as-a-service, scaleable for both small and large gen-AI systems.
June 17, 2025
June 6, 2025
March 31, 2025
December 9, 2024
August 6, 2024
August 6, 2024