• by Ray Schultz , March 26, 2025

The News/Media Alliance has reached an AI licensing deal with ProRata AI to help publishers and creators obtain credit and compensation for use of their content by generative AI. 

The Alliance’s 2,200+ members can opt into a content license protocol with ProRata based on its GistAI product. 

ProRata uses attribution technology to identify when publisher content is used in generative AI answers. It will attribute the information to these publishers and compensate them at a rate of 50% of all revenues from Gist.AI.

The Gist.AI website has a dynamic trending guide, and invites visitors to initiate a search. 

McClatchy, The Atlantic, and the MIT Technology Review are among the publishing brands that already are content partners with ProRata AI. 

“This agreement should serve as a model for how the AI industry can continue to grow sustainably,” says Danielle Coffey, president and CEO of the News/Media Alliance. “AI companies can and must cooperate with publishers and content creators, rather than exploit their work without compensation.” 

Coffey adds that the deal shows a path towards a future in which our industries grow and thrive together—with AI companies benefiting from the high-quality content that publishers create, and publishers receiving a fair portion of the revenue that their work produces for AI companies.”

The announcement comes as several publishers are suing AI companies they accuse of using their content without permission. 

"Content creators are the backbone of the knowledge economy, especially journalists and specialty publishers, and they deserve fair recognition and compensation for their contributions,” says Bill Gross, founder and CEO of ProRata.ai. “Generative AI cannot thrive on a foundation of stolen or uncredited content—it's neither sustainable nor just.”