Universal Music Group is one of several media and entertainment companies to enter into a strategic partnership with Idealab Studio's ProRata.ai, which enables generative AI platforms to accurately attribute and share revenue with content owners.

“Current AI answer engines rely on shoplifted, plagiarized content,” said Idealab Studio Chairman and ProRata.ai CEO Bill Gross. “This creates an environment where creators get nothing and disinformation thrives. ProRata is pro-author, pro-artist and pro-consumer. Our technology allows creators to get credited and compensated while consumers get attributed, accurate answers. This will lead to a broader movement across the entire AI industry.”

Beyond UMG, ProRata.ai is being supported by The Financial Times, The Atlantic and Fortune and is in "advanced discussions" with other companies and 100 authors. The enterprise's board of directors will include Hulu co-founder Michael Lang. Revolution Ventures, Prime Movers Lab and Mayfield are early investors.

“We are encouraged to see new entrepreneurial innovation set into motion in the generative AI space guided by objectives that align with our own vision of how this revolutionary technology can be used ethically and positively while rewarding human creativity," UMG Chairman/CEO Sir Lucian Grange said. "Having reached a strategic agreement to help shape its efforts in the music category, we look forward to exploring all the potential ways UMG can work with ProRata to further advance our common goals and values.”