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Cloudflare Acquires Human Native to Support Fair Use of Content in AI Training

Prime Highlight

  • Cloudflare has acquired UK-based AI data marketplace Human Native to promote transparent and fair compensation for content used in AI development.
  • The deal strengthens Cloudflare’s push to give creators greater control over how their work is accessed and monetised by AI companies.

Key Facts

  • The acquisition was announced on Thursday, with financial terms undisclosed, and integrates Human Native’s paid data exchange platform into Cloudflare’s AI strategy.
  • Cloudflare shares have risen more than 60% over the past year, driven by strong demand for its cybersecurity and AI-related services.

Background

Cloudflare has acquired artificial intelligence data marketplace Human Native as part of its growing focus on creating a fair system for using online content in AI development. The company announced the deal on Thursday but did not reveal the financial terms.

The acquisition is expected to strengthen Cloudflare’s efforts to help AI developers find and purchase high-quality data directly from content creators through clear and transparent channels. Human Native, a UK-based startup, specialises in managing transactions between developers and publishers whose content is used to train AI models.

Cloudflare CEO Matthew Prince said the move supports creator rights in an era of rapid AI growth. “Content creators deserve full control over their work, whether they are writing for people or optimising for AI,” Prince said in the company’s statement.

Cloudflare said the deal will accelerate its work on a system where AI companies compensate creators for any materials used in model training. Human Native’s platform already supports this type of paid data exchange, making it a strategic fit for Cloudflare’s long-term goals.

The acquisition aligns with Cloudflare’s broader push to reshape how content is monetised on the internet. In August, Prince told CNBC that protecting the business model of the open web is becoming a key mission for the company. He described creator monetisation as the “fourth act” in Cloudflare’s growth strategy.

Last summer, Cloudflare launched its AI Crawl Control product, which allows website owners to block, limit, or charge AI crawlers that collect online data to train large language models. The tool gave content owners greater control over how automated bots access their sites.

Strong interest in its cybersecurity and AI services has helped push the company’s stock up more than 60% over the past year.

The acquisition shows that Cloudflare wants to play a key role in supporting AI innovation while protecting creators.

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