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By signing a major partnership with OpenAI, the AI company behind ChatGPT, Reddit (RDDT) scored a major victory in its plans to sell its unique archive of posts to companies eager for troves of content to train their Large Language Models (LLMs).

On Friday, shares of the forum based social media company rose more than 14%, as investors cheered on the deal. The partnership will bring Reddit content into ChatGPT and OpenAI’s new products, drawing from Reddit’s data to give the chatbot real-time content on recent topics.

In turn, Reddit will receive AI-powered features for redditors and moderators, the company said in an announcement Thursday. OpenAI will also become an advertising partner on Reddit, boosting the company’s main source of revenue.

“Reddit has become one of the internet’s largest open archives of authentic, relevant, and always up to date human conversations about anything and everything. Including it in ChatGPT upholds our belief in a connected internet, helps people find more of what they’re looking for, and helps new audiences find community on Reddit,” said Steve Huffman, Reddit co-founder and CEO.

Reddit’s deal comes as other major media companies are striking deals with AI developers, trading their digitized bodies of language for guaranteed revenue.