Published by Global Banking and Finance Review
Posted on September 25, 2025
2 min readLast updated: January 21, 2026
Meta is exploring a partnership with Google to use Gemini models for improving ad targeting, highlighting challenges in scaling its own AI technology.
(Reuters) -Meta staffers have had discussions with Alphabet's Google Cloud about the possibility of using its Gemini models to improve the Facebook parent's ad business, the Information reported on Thursday.
The talks are still in relatively early stages and may not result in an agreement, the report said, citing people with knowledge of the conversations.
Alphabet declined to comment, while Meta did not immediately respond to a Reuters request for comment.
The Meta employees have proposed fine-tuning rival Google's Gemini and open-source Gemma models on Meta's ad data to improve its ad targeting capabilities, the report said.
The Instagram and WhatsApp owner's move to pick Google's AI over its own in-house models underscores the issues the company has had with scaling AI technology, despite the billions of dollars it has spent on research, infrastructure and talent.
Meta and Google directly compete in the online advertising market. In their most recent quarterly earnings reports both companies said that their investments in AI are fueling gains in their core ad businesses.
Meta had already been considering partnerships with Google or ChatGPT maker OpenAI to improve AI features, including conversational responses for queries on its chatbot Meta AI and to power AI features in Meta's social media apps, the Information reported last month.
(Reporting by Deborah Sophia in Bengaluru; Editing by Alan Barona)
Artificial intelligence (AI) refers to the simulation of human intelligence in machines programmed to think and learn like humans. It is used in various applications, including advertising and data analysis.
Advertising targeting is the practice of directing advertisements to specific audiences based on demographics, interests, and behaviors to increase the effectiveness of marketing campaigns.
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