Nature has been deteriorating at rates unparalleled in human history and the implications are global. Unfortunately, we cannot value what we cannot measure. And we are failing to capture nature’s full contributions to society. In this talk, we argue that machine learning (ML) and specifically paying for forest data can play a significant role in responding to this critical call for action – but only when we develop collaborative algorithms and incentives in co-design with local and Indigenous communities that respect local ‘data’ realities. We will present our work at Gainforest, a global science-based non-profit and currently a Finalist of the $10M XPRIZE Rainforest, and how Gainforest is deploying real-world data payments on the ground in partnership with governments and conservation partners in the Global South to empower affordable top-down and bottom-up monitoring.