Bill Gross
Founder and CEO
Company / Founded on a principle
Human creativity is the source.
What is ProRata’s mission?
ProRata’s mission is to protect and enhance creativity in the era of generative AI. Founded by Bill Gross, the company builds attribution infrastructure that connects AI answers to human work and provides a basis for credit and compensation.
01 / The founding idea
What if credit could follow the contribution?
AI answers depend on human work. ProRata was founded on the belief that this relationship should remain visible, measurable, and capable of supporting compensation.
The name expresses the idea: value divided in proportion to contribution. ProRata’s claims tech applies that principle to the output of generative AI, one claim at a time.
AI 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
02 / Leadership
The people behind ProRata.
Marcia Goodstein
COO
Erik Horacek
CFO
Michele Tobin
CRO
Peter Sloterdyk
CMO
Josh Freeman
SVP Partnerships
Nishant Dani
VP of Engineering
Dave Zito
VP, Gist GEO
Eugene Huang
Senior Strategy Advisor
03 / Investors
Our investors support the mission.
04 / Contact
Start a conversation.
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Let’s be clear
FAQ
Who founded ProRata?
Bill Gross is ProRata’s founder and CEO.
How can a publisher explore Gist Answers?
Visit gist.ai for Gist Answers product and publisher-program information. To discuss attribution and how AI uses your content, use the Learn more page on this site.
What is ProRata’s mission?
ProRata’s mission is to protect and enhance creativity in the era of generative AI. The company builds technology that makes the contribution of human work visible and measurable.
What does the name ProRata mean?
The name expresses the idea of dividing value in proportion to contribution. ProRata applies that principle to the content that contributes to generative AI answers.
Who does ProRata work to serve?
ProRata’s core audiences are creators, rights holders, and publishers, along with enterprise businesses and generative AI platforms. They share a need to understand how content contributes to AI output.
What does ProRata build?
ProRata builds attribution technology that identifies claims in generated answers, connects them to source evidence, and measures each source’s contribution. Its product family also includes Gist GEO and Gist Answers.
How are ProRata and Gist related?
Gist is part of ProRata’s product family. Gist GEO measures brand visibility in generative AI search, while Gist Answers provides attributed AI answers for publishers. Product information is available on gist.ai.
What principles guide ProRata’s work?
ProRata advocates licensed content use and measurable recognition of human creativity. Its commitment is to provide consistent, transparent, auditable attribution across creators, publishers, and platforms.
Where can I read about the technology?
The How It Works page explains the claims-based method and the difference between citations and measured contribution. The Resources page includes the original white paper, Without Attribution, Quality Content Cannot Survive.
How can I contact the team?
Use the Learn more page to discuss attribution or the contact form on this page for a general inquiry. You can also email [email protected]. Press inquiries can be sent to [email protected].