Meta Engineering announced GEM, a generative ads model, which has delivered 18.9% conversion improvement and 12% ad click-through rate improvement across Meta's ad surfaces and objectives. The 2026 generation of GEM features a single central foundation model that learns from data and signals across all of Meta's ads platforms. GEM has contributed conversion uplift on Facebook, Instagram, and off-site conversion for targeted users, with gains of 5.8%, 4.1%, and 1.6% respectively. The model uses a new LLM-style architecture called Kunlun, which enables 2.5x model complexity growth and efficient intelligence transfer.
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