Meta GEM (Generative Ads Recommendation Model) (2025)
Large model predicting engagement for each candidate ad. Meta claims about 4x efficiency over its predecessor.
DateRollout from Q2 2025; paper Nov 10, 2025
PlatformMeta Ads
TypeRanking model
Who it affectsAll advertisers
What happened
GEM (Generative Ads Recommendation Model) is a large foundation model Meta uses to improve ad ranking predictions, sharing what it learns with smaller models across its ad system. Meta published details in November 2025 and reported performance improvements from the model.
Who it affected
All advertisers.
What it means for marketers today
Quality signals (good creative, accurate conversions) feed these models. Read how Meta picks ads.
Related
See the full Meta Ads History: From Facebook Ads to Andromeda