In a landmark collaboration bridging the UK and USA, Los Angeles-based tech firm ProRata has teamed up with major UK media organizations, including Sky News, the Guardian Media Group, the Financial Times, and dmg media, publisher of the Daily Mail. This strategic partnership aims to tackle one of the most pressing challenges of the digital era: safeguarding copyright-protected content from misuse by AI platforms.
A Revolutionary Approach to Content Protection
ProRata’s cutting-edge technology is designed to integrate seamlessly with generative Artificial Intelligence systems like ChatGPT and Sora. By identifying instances where AI systems use copyrighted material, ProRata ensures creators and publishers are compensated on a pre-use basis. This innovative approach not only protects intellectual property but also enhances the credibility of AI-generated content by reducing the risk of un-attributed or unreliable material entering circulation.
David Rhodes, CEO of Sky News, emphasized the importance of this partnership. “This collaboration strengthens high-quality journalism while adapting to the evolving role of Artificial Intelligence in content creation,” he said.
Bridging Innovation Between the UK and Los Angeles
The Los Angeles-based company is part of a growing movement in the USA to develop ethical AI practices. By partnering with UK media giants, ProRata demonstrates a global commitment to addressing the challenges posed by AI-driven technologies. The cross-border partnership reflects the increasing need for international collaboration in managing intellectual property and ensuring sustainable content ecosystems.
A Model for Ethical AI Partnerships
ProRata and its partners are leading the charge against what has been dubbed the “scrape-and-steal” model of AI, wherein generative systems harvest content without attribution or compensation. By establishing a transparent and equitable framework for AI-driven content use, the collaboration sets a standard for ethical AI partnerships worldwide.
As major UK media and ProRata continue to innovate, this partnership exemplifies the potential for Artificial Intelligence to coexist with traditional journalism while protecting the rights of creators and publishers. Together, they are shaping a future where technology supports—not exploits—the creative industries.
