UK media firms partner with ProRata.ai for content attribution

A quartet of leading UK media organisations, including Sky News, the Guardian Media Group, the Financial Times, and dmg media, the publisher of the Daily Mail, have announced a new strategic collaboration with Los Angeles-based technology firm ProRata.ai. ProRata.ai, known for its ethical Artificial Intelligence solutions, aims to address a critical challenge in the digital content ecosystem: ensuring that creators and publishers are fairly compensated for the utilisation of their work by generative AI systems.

ProRata.ai is pioneering a system that integrates with generative AI platforms like ChatGTP and Sora, enabling these platforms to detect the use of copyrighted content and automate compensation to rights holders before usage. This initiative is designed to not only safeguard the legal and financial rights of content creators but also to enhance the reliability and attribution accuracy of AI-generated outputs, thus maintaining content integrity within the digital space.

This partnership with major UK media firms follows ProRata’s earlier agreements with prominent entities such as The Atlantic, Fortune, Time, Universal Music Group, and Germany’s Axel Springer, as well as several individual authors. These collaborations underscore a growing global trend wherein content creators and publishers seek to fortify their intellectual property holdings against unauthorised and uncompensated use by AI systems.

Bill Gross, CEO of ProRata.ai, remarked on the necessity of their technology in the current digital landscape, stating, “Stealing and scraping content is not a sustainable path forward. Our AI technology is the only one that credits and compensates creators while providing consumers with highly accurate search results.”

David Rhodes, Executive Chairman of Sky News, expressed optimism about the partnership’s potential to uphold the newsroom’s commitment to impartial and high-quality journalism. He said: “With all our partners today, we’re securing our company’s massive investment in fair and accurate news reporting – now, and well into the future.”

Similarly, Anna Bateson, CEO of the Guardian Media Group, highlighted the importance of correctly valuing and crediting content originating from reputable journalism sources. “The trusted, quality journalism for which The Guardian is world-renowned must be fairly credited and valued when used by AI platforms. ProRata respects and promotes these fundamental principles, and we are pleased to be partnering with them,” she said.

The challenge of uncredited and uncompensated content scraping by AI systems is not exclusive to news media. In the music industry, Universal Music Group has entered into agreements with AI music company Klay Vision and sound wellness group Endel to develop ethical AI models that respect and remunerate artists for the use of their creative output. In a similar vein, Getty Images has collaborated with AI giant Nvidia to produce AI-driven text-to-image and text-to-video services, leveraging Getty’s vast repository of copyright-protected stock images.

The actions of these major players reflect a larger movement within the media and creative industries towards establishing a sustainable digital economy where technological innovation complements, rather than undercuts, the economic and legal rights of original content creators. By ensuring that AI advancements respect intellectual property laws, organisations like ProRata.ai are setting precedents for how the media industry and allied sectors can adapt to and thrive amidst rapid technological change.

Source: Noah Wire Services