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Meta’s Generative Ads Model (GEM): Scaling the Central Model and Compute Engine for Frontier Ads AI

Last year, we introduced GEM, the industry’s largest recommendation system (RecSys) foundation model. GEM established Meta's first LLM-inspired paradigm for ads recommendation, driving major performance gains. Building on this foundation, our next goal is to further scale both compute and intellige…

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  1. 2026-10-13 16:01 · Engineering at Meta
    Meta’s Generative Ads Model (GEM): Scaling the Central Model and Compute Engine for Frontier Ads AI

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