Under the partnership, publishers will receive revenue when their content appears in ProRata’s answer engine, Gist. The agreement is opt-in, so content won’t be surfaced without their consent. 

ProRata is committed to a 50-50 ad revenue share with publishers. That 50% share, in turn, will be proportionally divvied up between each publisher whose content is cited in a response. 

Annelies Jansen, Chief Business Officer, ProRata said: “The standards we set today for generative AI use, practice, and regulation will determine human benefit from both commercial and creative standpoints. 

“We’re optimistic that this agreement will showcase the possibilities around how content owners and generative AI firms can work together to deliver a healthy, sustainable ecosystem.” 

ProRata aim for the partnership to “establish a replicable framework for media associations worldwide seeking fair and transparent collective licensing solutions.” 

As part of the ProRata partnership, DPCMO members will also get the option to incorporate Gist Answers into their website to serve as a chatbot. focused only on that site’s content.  

Karen Rønde, Chief Executive Officer, DPCMO said: “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.”