ProRata plans to run contextual ads. Currently, all partners are testing ads in a private beta.

Gross is bullish that bigger AI companies will want to license ProRata’s model. The startup told ADWEEK it has neared licensing agreements with two smaller LLM providers and is in advanced talks with two countries who want to use it to make a countrywide LLM in their native language.

“Our main purpose is not to be Google,” said Gross. “[But] to show that fair revenue share leads to happier partners, better results for users, and convince the other search engines to adopt our technology.”