Meta disclosed the 2026 generation of its Generative Ads Model (GEM), consolidating isolated per-domain ad optimizations across Facebook, Instagram, Reels, and other surfaces into a single central foundation model1. The updated system, which Meta describes as the industry's largest recommendation system foundation model, delivered a 12% click-through rate improvement and 18.9% conversion improvement across ad surfaces and objectives. GEM scales total training FLOPs by 4x and doubles end-to-end training efficiency to 20–25% model FLOPS utilization. The model jointly predicts clicks and conversions across all surfaces, learning from organic and ads engagements spanning text, images, and video.
Meta Unifies Ads AI Into Single GEM Foundation Model Across All Surfaces
Meta's 2026 GEM consolidates ad optimization across Facebook, Instagram, and Reels into one foundation model, reporting 12% CTR and 18.9% conversion gains.