We built the
trust layer
for generative AI.
Attribution is the trust and transparency layer for generative AI. By connecting answers to sources, ProRata measures the value each source contributes to a generative response. This provides transparency to readers, organizations, and creators about the evidence behind the AI output and delivers the measurement infrastructure that enables a sustainable ecosystem.
Studies have shown that educated individuals tend to live longer, healthier lifestyles.
Attribution by ProRataInteractive example
Trust requires
transparency.
A healthy, sustainable ecosystem requires transparency about sources so readers, creators, enterprises, and generative AI platforms can build trust.
ProRata makes the contribution of human knowledge visible. Our commitment is to consistent, transparent, auditable attribution across publishers, platforms, and creators, so content use can be trusted and fair compensation can be built on evidence.
Why attribution mattersHow do we measure how much value content creates in a generative answer?
Four connected steps make the sources behind an AI answer visible to readers.
- 01
Identify
Break the AI answer into discrete “claims”: atomic units of fact.
- 02
Match
Find and verify matching claims in the sources used to generate the answer.
- 03
Calculate
Determine the proportion of the answer’s total claims provided by each source and creator.
- 04
Display
Provide an attribution bar as a nutrition label: show your readers exactly where the answer came from.
How can attribution support your work?
Publishers & Creators
Understand how AI uses your content and build a basis for fair, transparent compensation.
Enterprise Businesses
Verify AI output and support reviews of source permissions before sharing it with clients or customers.
Generative AI Platforms
Document content use and support trust, licensing, and compliance as requirements evolve.
The attribution layer beneath it all.
ProRata Attribution
Measure contribution at the claim level with ProRata’s Attribution as a Service.
Explore the method
Gist Answers drives engagement, expands publishers’ relationships with readers, and keeps them on site for longer while generating unique insights. Every response includes proportional attribution and source cards.
Explore Gist AnswersAI can and must be built on respect for content. Proportional attribution is the only way to ensure creators are fairly credited and compensated in the AI era.
Bill Gross / Founder and CEO, ProRata
FAQ
Is attribution really possible?
Yes. ProRata measures the output of an AI system, matching individual claims to supporting sources. The result connects an answer to supporting evidence and measures each source’s contribution.
How is attribution different from a citation?
A citation points to a source. Attribution measures how much that source contributed to an answer, with evidence that can be inspected at the claim level.
How can we learn more about ProRata Attribution?
Tell us about your organization and what you want to understand about AI content use. Our team can discuss how attribution could support your content, review process, or platform.
Why is attribution a trust layer for generative AI?
Attribution makes the evidence behind an AI answer available for review. By connecting claims to sources and measuring contribution, it gives readers, creators, businesses, and platforms a shared basis for understanding how content is used.
How does attribution help creators and publishers?
It shows which claims their content supports and how much that content contributes to an answer. This evidence can inform licensing discussions and provide a basis for fair, transparent compensation.
More FAQs
How can businesses review AI answers before sharing them?
Claim-level attribution helps reviewers examine supporting passages and identify content that lacks support in the agreed source corpus. Teams can use that evidence when deciding whether an answer is ready to share with a client or customer.
How can generative AI platforms use attribution?
Platforms can use contribution scores and source evidence to understand content use, support relationships with rights holders, and inform internal governance and compliance review as requirements evolve.
What makes ProRata’s approach proportional?
ProRata identifies individual claims and verifies matching claims in the sources used to generate the answer. It calculates the proportion of the answer’s total claims provided by each source and creator, making their contribution visible in the attribution bar.
What happens when a claim has no supporting source?
The result records unsupported content within the source corpus being examined. Reviewers can investigate that gap. A lack of support in one corpus does not, by itself, establish that a claim is false.
Does an attribution score determine compensation?
Contribution scores supply measurement that can inform compensation. Rights, licenses, and commercial agreements determine the payment terms.
What does ProRata mean by transparent and auditable?
ProRata brings transparency to the “black box” of AI output by connecting attribution scores to the claims, source passages, and method behind them. Readers, organizations, creators, and platforms can inspect the evidence and understand how source contributions were measured.