• by Ray Schultz , Columnist, Yesterday

Publishers can ensure fair credit and payment for use of their content in AI search, thanks to a partnership formed by ProRate.ai and The Danish Press Publications’ Collective Management Organization (DPCMO).

DPCMO members can opt into Gist Answers, ProRata’s attribution-based, RAG-powered AI answer engine and embed it in their digital properties.

Be skeptical if you must, but this seems a positive step in the fight against content scraping, and could well produce revenue for desperate publishers, while serving as a model for the U.S. publishing industry. That's the hope, anyway. 

Gist Answers was created boost audience engagement and dwell time on publisher sites, ProRata.ai says. Implementation requires five lines of code.

The company argues that the arrangement decentralizes AI infrastructure, putting generative capabilities directly inside publisher environments.

What is ProRata.ai? It offers AI search, advertising, and attribution tools that respect content creators, it says. It shares 50% of revenues with content partners, it adds on its site.

“A transparent media ecosystem is essential for democracy. Clear, accurate credit and attribution help citizens understand where information comes from and whom to trust,” says Karen Rønde, CEO of the DPCMO. “By building a sovereign, responsible AI ecosystem, Denmark is setting a precedent for how media sectors can take collective control in the generative AI era -- on fair terms and with full respect for creators’ rights.”