Investing.com — Alphabet (NASDAQ:GOOGL) stock rose 1.5% in afterhours trading Thursday following a report that Meta Platforms (NASDAQ:META) is considering using Google’s artificial intelligence models to enhance its advertising business.
According to The Information, Meta staffers have engaged in discussions with Google Cloud regarding the potential use of Google’s AI models to improve Meta’s ad operations. These talks specifically involve fine-tuning Google’s Gemini and open-source Gemma models on Meta’s advertising data.
The report indicates Meta is exploring how Gemini models could help with content understanding capabilities, which are essential for tasks like ad summarization and serve as inputs for Meta’s ad recommendation system. This system is designed to optimize ad targeting to relevant audiences.
These discussions highlight Meta’s ongoing challenges with its own AI development, pushing the company to consider external technology solutions while its recently restructured AI teams work to improve internal capabilities. The Information had previously reported that Meta was evaluating both OpenAI and Google models for various services, including its Meta AI conversational features.
The discussions about integrating Google’s AI into Meta’s advertising business remain in early stages and may not necessarily result in a formal agreement between the two tech giants.
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