Reddit wants more users and more money from Google in exchange for an even bigger mountain of data feeding its AI machine, according to Bloomberg. The negotiation shows a new front in the struggle between Big AI and content providers as they try to harvest new revenue streams without bleeding out the very traffic and engagement that keep them alive.

A year and a half after cutting its first data-sharing deal with Google, reportedly worth $60 million a year, unnamed executives say Reddit is back at the negotiating table eyeing an even bigger role inside the company’s AI ecosystem. The platform is reportedly eager for Google to help entice users – who get an answer farmed from Reddit and leave – into posting in Reddit’s forums, which would generate more of the very content tech giants need to train their data-hungry AI models.