This startup wants to be the iTunes of AI content licensing

Olivia Joslin News

This startup wants to be the iTunes of AI content licensing
Toshit PanigrahiAI CompanyNews Publishers
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Pranav is a senior editor at Engadget responsible for handling news coverage during west coast hours.

The 28-year-old founders of TollBit, a New York-based startup that is all of six months old, think we’re living in the “Napster days” of AI. Just like people of a certain generation downloaded digital music, companies are ripping off vast swaths of the internet without paying the rights holders. They want TollBit to be the iTunes of the AI world.

“Powerful AI models already exist and they have already been trained,” Toshit Panigrahi, TollBit’s co-founder and CEO told Engadget. “And right now, there are thousands of applications just taking these existing models off the shelves. What they need is fresh content. But right now, there’s no infrastructure — neither for them to buy it, nor for content-makers to sell it in a way that is seamless.

Instead of cutting one-off checks, TollBit’s model aims to compensate publishers on an ongoing basis. Hypothetically, if someone’s content was used in a thousand AI-generated answers, they would get paid a thousand times at a price that they set and which they can change on the fly. Getting AI companies to pay for content could provide a recurring revenue stream for not just large publishers but to potentially anyone who publishes anything online. Last month, Perplexity — which was accused of illegally scraping content from— launched a Publishers’ Program under which it plans to share a cut of any revenue it earns with publishers if it uses their content to generate answers with AI.

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