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Meta Weighs Using Google’s Gemini to Sharpen Ad Targeting

The exploratory talks highlight pressure on Meta to improve ad targeting following setbacks with its own AI.

Overview

  • Meta staff have discussed with Google Cloud fine-tuning Gemini and open-source Gemma on Meta’s proprietary ad data, according to The Information via Reuters.
  • The discussions are in early stages and could end without a deal.
  • The proposal aims to boost ad relevance across Facebook, Instagram, and WhatsApp.
  • Turning to Google’s models would signal ongoing challenges scaling Meta’s Llama efforts despite heavy investment in AI infrastructure and talent.
  • Meta shares fell 1.54% on Thursday after the report, as both Meta and Google have recently credited AI with strengthening their ad businesses.