Meta employees have engaged in talks with Alphabet's Google Cloud regarding the potential use of its Gemini models to enhance the advertising operations of the Facebook parent company, according to reports.

The discussions are still in fairly initial phases and might not lead to an agreement, the report indicated.
According to the report, Meta employees suggested enhancing ad targeting by fine-tuning competing Google's Gemini and open-source Gemma models using Meta's advertising data.

The decision by the owner of Instagram and WhatsApp to choose Google's AI instead of its own internal models highlights the challenges the firm has faced in scaling AI technology, even after investing billions in research, infrastructure, and talent.

Meta and Google are competitors in the online advertising industry. In their latest quarterly earnings reports, both companies stated that their investments in AI are driving growth in their primary advertising operations.

Last month, the Information reported that Meta was already looking into collaborations with Google or OpenAI, the creator of ChatGPT, to enhance AI capabilities, including dialogue responses for its chatbot Meta AI and to support AI functionalities in Meta's social media platforms.

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Meta is developing technology that links individuals to one another, as well as to interests and experiences that are significant to them. Their principles reflect our values and steer our methods in construction.

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When Facebook debuted in 2004, it transformed how individuals interact. Applications like Messenger, Instagram, and WhatsApp have further enabled billions globally.

Currently, Meta has transitioned from 2D displays to immersive experiences in mixed reality and is leveraging AI to foster the next advancement in social technology.

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The US General Services Administration (GSA) recently revealed a collaboration with Meta aimed at promoting the government-wide adoption of Meta’s Llama open source AI models, improving accessibility for all federal departments and agencies.

This effort is part of the GSA’s OneGov strategy, a method that removes separate agency negotiations, conserving time and decreasing redundant work throughout the federal government.