Cloudflare has officially swiped right on Human Native, a London-based AI data marketplace, to bulk up its AI data tools. The goal is to give AI developers a clearer path to high-quality data while keeping creators in the driver’s seat over how their work is used and monetized.
Announced Thursday, the deal aims to boost data accessibility and support for both AI devs and content creators, ensuring everyone gets a slice of the generative AI pie. Tools in the works will let developers discover, access, and buy top-tier data through transparent channels, while helping creators turn their content into cold, hard cash.
"Content creators deserve full control over their work, whether they want to write for humans or optimize for AI," said Cloudflare co-founder Matthew Prince. He added that Human Native’s expertise will bring fair pricing, clear transaction flows, and better content utility for AI, all in service of a sustainable open internet.
Launched in 2024, Human Native is on a mission to drag generative AI out of its "Napster era"—building infrastructure for a fair AI economy where developers source data responsibly, and rights holders can jump in with confidence, clarity, and proper pay. The startup raised £2.8M in seed funding from LocalGlobe and Mercuri, and its team boasts vets from DeepMind, Google, Figma, and Bloomberg.
"We started Human Native with the goal of getting Generative AI out of its Napster era," said co-founder Dr. James Smith. "We believe that creators should have control, compensation, and credit when their work is used to power AI products."
