Generative AI startup ProRata has secured $40 million in Series B funding led by Touring Capital. The investment will accelerate the rollout of Gist Answers, an AI-as-a-service solution that enables publishers to embed custom AI search, summarization, and recommendation functionality directly into their websites and other digital destinations. ProRata has raised more than $75 million since its founding in 2024.
Gist Answers allows publishers to harness the rapid growth of generative AI by providing AI-powered search capabilities on their platforms. The service enables richer interactive experiences, driving longer sessions, stronger engagement, and greater value. Publishers can also extend their reach and revenue opportunities by licensing their content to ProRata to inform Gist Answers on third-party destinations. With more than 700 high-quality publications worldwide already participating, Gist is leveraging its core content attribution technology to build an ethical, licensed model where human creativity fuels the AI economy and shares in its rewards.
Gist Answers works in tandem with Gist Ads, an innovative advertising platform that transforms AI answers into high-value ad inventory by placing native, conversational ads adjacent to AI responses. This creates a premium format aligned with user intent, driving performance for marketers and unlocking incremental revenue for publishers.
ProRata’s approach has garnered support from major publishers and industry leaders. Nicholas Thompson, CEO of The Atlantic, emphasized the importance of ensuring that trusted journalism remains central to how people search and learn in the AI era. Andrew Perlman, CEO of Recurrent, owner of Popular Science, highlighted how partnering with ProRata enables established brands to embrace new technology like Gist Answers to deepen engagement and maintain control over their content.
As AI continues to reshape the digital landscape, ProRata’s initiatives aim to empower publishers to take control of their content and revenue streams. With the backing of significant investment and strategic partnerships, ProRata is positioning itself as a key player in the evolving AI-driven media ecosystem.
