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Cloudflare is expanding its role in the artificial intelligence ecosystem with the acquisition of Human Native, a U.K.-based AI data marketplace designed to manage transactions between AI developers and content creators. The move signals a deeper commitment by the internet infrastructure company to reshape how training data is sourced, licensed, and paid for in an AI-driven web.

While Cloudflare declined to disclose financial terms of the deal, the company said the acquisition will accelerate its efforts to build tools that allow AI developers to find, access, and purchase high-quality data through clear, fair, and transparent channels.

Building a Market for Paid AI Data

At the core of the acquisition is a simple but increasingly urgent problem: AI models rely on massive volumes of human-created content, yet creators have had limited control or compensation when their work is used for training. Human Native was built to solve that gap by acting as a marketplace and transaction layer between data owners and AI builders.

Cloudflare CEO Matthew Prince said the acquisition aligns with the company’s belief that creators should retain control over how their work is used, whether it is written for human audiences, optimized for AI systems, or licensed for model training.

According to Cloudflare, integrating Human Native’s technology will allow the company to move faster in developing systems where AI developers pay creators directly for the content used in training and inference, rather than relying on large-scale web scraping.

Why This Matters for the Open Internet

The deal comes at a time when disputes over data rights, AI training, and content monetization are intensifying across the technology industry. Publishers, artists, and platforms are increasingly pushing back against the idea that their content can be freely ingested by AI systems without permission or compensation.

Cloudflare has positioned itself as an intermediary that can enforce rules at the infrastructure level. With Human Native, the company gains a transactional framework that can turn those rules into an economic model, enabling licensing, usage tracking, and payments at scale.

Prince described the acquisition as part of a broader effort to protect the long-term sustainability of the open internet, arguing that without viable business models for creators, the quality and diversity of online content will erode over time.

Expanding an Existing AI Strategy

The Human Native acquisition builds on initiatives Cloudflare has already launched to address AI-driven traffic and data usage. Last summer, the company introduced AI Crawl Control, a product that allows website owners to block, allow, or monetize AI crawlers that scan sites to collect training data for large language models.

Together, AI Crawl Control and Human Native point toward a future where content owners can decide not only who accesses their data, but under what terms and at what price. For AI developers, this could reduce legal and reputational risks while providing access to cleaner, permissioned datasets.

From Infrastructure Provider to Web Economic Engine

Cloudflare has traditionally been known for cybersecurity, performance, and content delivery services, supporting millions of websites globally. More recently, it has been leveraging that footprint to play a larger role in how value moves across the internet.

Prince has previously described content monetization as a potential “fourth act” for Cloudflare, alongside security, performance, and developer services. By sitting between creators and AI companies, Cloudflare is positioning itself as a neutral platform that can facilitate payments, enforce policies, and scale new economic models without owning the content itself.

Investor Backdrop and Market Context

Cloudflare’s broader business has benefited from strong demand tied to AI, cybersecurity, and cloud infrastructure. The company’s shares have risen more than 60 percent over the past year, reflecting investor optimism around its ability to monetize AI-related traffic and services.

As AI companies continue to search for reliable, legally sound training data, platforms that can broker trust between creators and developers are likely to become increasingly valuable. With the acquisition of Human Native, Cloudflare is making a clear bet that paid, permission-based data access will be a defining feature of the next phase of the AI economy.

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