Meta’s Generative Ads Model (GEM): Scaling the Central Model and Compute Engine for Frontier Ads AI
Meta developed GEM, a unified recommendation foundation model using an LLM-style architecture called Kunlun to handle heterogeneous ads data across multiple surfaces. The team implemented block attention, custom low-precision kernels, and post-training intelligence transfer techniques like LoopFM and Solaris to scale training efficiency and bypass real-time serving latency bottlenecks. The resulting system delivered an 18.9% conversion improvement and a 12% click-through rate increase across Meta ads surfaces.
DEPTH ■■■■■15 min read13 days ago

















