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

Meta's GEM recommendation foundation model delivered an 18.9% conversion improvement and 12% ad click-through rate gain across Meta's ad surfaces and objectives over the past year. The 2026 GEM consolidates per-domain optimizations into a single central foundation model trained across all Meta ads platforms. Using the Kunlun architecture, it achieved 2.5x model complexity growth and 4x total training FLOPs, doubling end-to-end training efficiency across thousands of GPUs.