🎯 Excited to share how we scaled the 2026 generation of GEM — Meta's Generative Ads Model — the central model and compute engine behind ads across Meta.
Last year we introduced GEM, the industry's largest recommendation systems foundation model. This year, we are pushing the frontier again with breakthroughs across model architecture, cross-surface cross-domain learning at Meta’s scale, innovative intelligence transfer, and LLM-scale AI infrastructure:
Bending the scaling curve with Kunlun. GEM's new LLM-style architecture, co-designed with the latest GPU hardware, delivers 2.5x model complexity growth over earlier versions of GEM and processes 2x longer engagement history per person, while modeling the massive feature interactions unique to recommendation systems.
Expanding learning across Meta's ads ecosystem. GEM is the first model to jointly predict clicks and conversions across all surfaces — Facebook, Instagram, Reels — and across major deep-funnel objectives like off-site conversions and mobile app installs.
Doubling the effectiveness of intelligence transfer with LoopFM. This new frontier post-training technique passes GEM's internal representations and historical memory to the models that serve ads as a sequential context window, at no additional compute cost or latency. Elastic pre-computation (Solaris) further harvests gains from upstream models.
Scaling frontier training efficiently. Through deep model and infrastructure co-design, we increased total training FLOPs by 4x while doubling end-to-end training efficiency to 20–25% MFU over the past 12 months, across thousands of latest-generation GPUs.
Recommendation systems don't scale the way language models do — heterogeneous features, shifting distributions, and no option to serve a frontier model in a live request. Making GEM scale like LLM took rethinking the scaling architecture, the post-training and the training stack together. Very proud of this team.
📈 The payoff: for people, ads that better match what they're actually looking for. For advertisers, an 18.9% lift in conversions and 12% in click-through rate across our ad surfaces and objectives over the past year — with 5.8%, 4.1% and 1.6% conversion uplift on Facebook, Instagram and off-site conversion for targeted users.
🔗 Read the full engineering story:
engineering.fb.com/2026/10/1…
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