OpenAI, the creator of ChatGPT, has come under fire from publishers and artists who alleged the company scraped their work from the internet to train GPT, its large language model, without their consent. These concerns have sparked lawsuits against the A.I. giant on accusations of copyright infringement, highlighting a major ethical dilemma that comes with pushing A.I.’s capabilities forward. Some startups are exploring a solution that focuses on sharing revenue with content creators. In August, Perplexity AI, an A.I.-powered search engine, introduced a program to pay publishers a portion of ad revenue generated by search queries if their content informs its outputs. ProRata.ai, a startup founded by a pioneer of the early internet monetization model, is developing a similar algorithm to compensate publishers, authors and other creators whose work is used to train generative A.I.

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ProRata claims it has created an algorithm that can review an A.I.-generated output, identify the source of information based on novel facts and textual styles, and calculate how much each source contributed to the response. These percentages are then used to cut checks to these creators at the end of every month—a model that, in theory, could help protect the livelihoods of creatives and prevent future lawsuits around intellectual property.

“If you don’t share, then creativity is unsustainable. There’s no way for you to........

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