ProRata Invents Generative AI Attribution Technology to Compensate and Credit Content Owners While Facilitating Fairness and Fact
2024年8月6日 - 11:30PM
ビジネスワイヤ(英語)
Company Gains Early Support From Media
Companies and News Publishers Including The Financial Times,
Universal Music Group, The Atlantic, Axel Springer and
Fortune
Idealab Studio, a leading technology incubator, today announced
the launch of ProRata.ai, a company founded to enable generative
artificial intelligence platforms to fractionally attribute and
compensate content owners. Bill Gross, founder and CEO of Idealab
Studio, and widely known as the inventor of pay-per-click keyword
Internet advertising, will serve as the company’s CEO. ProRata’s
technology enables generative AI platforms – for the first time –
to accurately attribute and share revenues on a per-use basis with
content owners. The company’s attribution technology will protect
and reward creators while preventing unreliable content from
driving AI answers. 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, 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.”
Sir Lucian Grainge, Chairman and CEO, Universal Music
Group, said, “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.”
“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,” said Nicholas Thompson, CEO of The
Atlantic. “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.”
“Axel Springer is committed to investing in cutting-edge AI
technology to support a sustainable future for journalism,” Jan
Bayer, President News Media USA, Deputy CEO Axel Springer said.
“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.”
“Fortune looks forward to exploring work with ProRata because we
believe they place a high priority on proper attribution and
compensation for quality content," said Anastasia Nyrkovskaya,
CEO, Fortune. “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.”
ProRata’s technology analyzes AI output, measures the value of
contributing content and calculates proportional compensation. The
company uses a proprietary algorithmic approach to score and
determine attribution. This attribution method enables copyright
holders to share in the upside of generative AI by being credited
and compensated for their material on a per-use basis. Unlike music
or video streaming, generative AI pay-per-use requires fractional
attribution as responses are generated using multiple content
sources. The company’s attribution and monetization platform has
several pending patents.
Gross is extremely familiar with the power of digital business
model innovation. He invented the pay-per-click monetization model
that underlies Internet search. His company, GoTo.com, which
pioneered that model in 1998, was sold to Yahoo! (along with the
respective patents sold to Google).
The company is in advanced discussions with global news
publishers, media and entertainment companies, and more than 100
noted authors. ProRata’s senior leadership team and Board of
Directors include executives who have held senior leadership and
engineering positions at Microsoft, Google, and Meta, as well as
board members and advisors with extensive media and digital
experience, including Michael Lang, President, Lang Media Group and
one of the founders of Hulu. Investors include Idealab Studio,
Revolution Ventures, Prime Movers Lab, and the Mayfield Fund.
About ProRata.ai
Founded in 2024 by Bill Gross at Idealab Studio, ProRata’s
mission is to ensure that generative AI compensates and credits
creators of all kinds for the use of their material, including
writers, artists, musicians, animators, illustrators, architects,
filmmakers, and more. ProRata builds technology that enables AI
platforms to attribute contributing content sources and share
revenues pro rata 50/50 on a per-use basis, protecting and
rewarding creators while helping to prevent unreliable content from
compromising AI answer results. For more information, please visit
prorata.ai.
About Bill Gross
Bill Gross is the founder of Idealab Studio and Idealab, which
together have launched more than 150 companies and had over 50
successful IPOs. Gross is widely credited with inventing the
concept of the pay-per-click monetization model for Internet search
when he founded GoTo.com in 1998. After a successful IPO and
becoming the global market leader in paid search, the company was
acquired by Yahoo! Today, his pioneering model powers the
multibillion-dollar online search market and is used by millions of
websites around the world.
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