Meta in Talks With Google Over Gemini Models to Boost Ad Business

Meta Platforms is reportedly exploring the use of Google’s Gemini AI models to improve its advertising business, according to a report from The Information.

Such a partnership would be notable as both Meta and Google compete directly in the online advertising market, even as they continue investing heavily in AI to boost performance.

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The discussions are said to be in early stages but the implications already raise eyebrows.

What Do We Know About the Talks Between Meta and Google?

The report states that Meta staffers have held conversations with Google Cloud about potentially using Gemini models to enhance Meta’s ad capabilities.

The talks are described as early and exploratory, with no guarantee of a final agreement.

Neither company has publicly confirmed the development. Alphabet declined to comment, while Meta did not immediately respond to requests for a statement.

What stands out is not the existence of such talks and it is common for tech giants to explore partnerships but the potential dynamic of Meta considering Google’s AI when both companies are fierce competitors in online advertising.

JUST IN: $META is in talks with Google $GOOG to use its Gemini AI model for targeted ads. pic.twitter.com/HNZkH2dXW4

— LuxAlgo (@LuxAlgo) September 25, 2025

Why Would Meta Want to Use Google’s Gemini Models?

The Information’s report highlights an interesting detail: Meta employees proposed fine-tuning Google’s Gemini and open-source Gemma models using Meta’s own ad data.

The goal would be to sharpen ad targeting and improve personalization.

This is shocking because Meta has been heavily investing in AI itself. It has spent billions of dollars on research, infrastructure and talent yet scaling its AI models for advertising remains a challenge.

By looking outside, Meta may be acknowledging limitations in what it has built internally.

So, one question arises: is Meta’s AI not enough for its ad ambitions, or is this more about diversifying its AI bets?

What Does This Reveal About Meta’s AI Challenges?

Meta has not been shy about its AI ambitions. From the launch of its in-house LLaMA models to the integration of AI features in Facebook, Instagram and WhatsApp, it has positioned itself as a key player in AI.

But scaling AI to deliver precision in the ad space is not easy.

Ad targeting requires massive data processing, real-time responsiveness, and accuracy at scale. Even a slight edge in performance can translate into billions of dollars in revenue.

The fact that Meta is considering Google’s Gemini suggests two possibilities:

1. Its current models are struggling to scale effectively in advertising contexts.
2. Meta sees strategic value in combining its rich ad datasets with external models optimized for reasoning and efficiency.

Either way, the move highlights just how competitive and technically demanding—the AI ad race has become.

How Big Is the Competitive Angle Here?

This is perhaps the most fascinating aspect. Meta and Google are not just tech companies; they are the two largest players in global online advertising. Any collaboration between them could reshape competitive dynamics in surprising ways.

In their most recent earnings, both firms credited AI investments as a driver of ad revenue growth.

For Meta, AI improvements boosted Reels recommendations and ad targeting. For Google, AI enhancements strengthened search ads and YouTube performance.

So here’s the twist: Meta might be thinking, why reinvent the wheel if Google’s wheel already runs smoother? But this raises another layer of complexity.

Can Meta trust Google with sensitive ad infrastructure, given they are direct rivals?

Has Meta Looked Beyond Google for AI Help?

Yes. This is not the first time Meta has explored outside partnerships for AI. Just last month, The Information reported that Meta had considered collaborations with either Google or OpenAI.

Those discussions focused on improving AI-powered chatbot features, conversational responses, and social media integrations.

The latest development suggests that Meta’s exploration of external AI support is more than just a backup plan and it could be a strategic necessity.

What Role Could Gemini Play in Ads?

Google’s Gemini family of models is known for multimodal capabilities and strong reasoning performance. If Meta fine-tuned Gemini with its own advertising data, the potential applications could include:

• More precise ad targeting across Facebook, Instagram, and WhatsApp.
• Smarter audience segmentation based on patterns AI uncovers.
• Enhanced predictive analytics for ad performance.
• Improved personalization in ad delivery without compromising speed.

This could give Meta a sharper edge in its core revenue engine, which still overwhelmingly relies on advertising.

What Does This Mean for the Future of AI in Advertising?

The advertising industry is already being reshaped by AI.

Personalization, targeting and creative optimization are increasingly dependent on large models capable of processing and analyzing massive data streams.

If Meta does move forward with Google, it would underscore a new reality: in the AI era, even rivals might collaborate when the stakes are high enough.

Advertising is one of the largest revenue pools in tech and no company can afford to fall behind.

It also reflects a shift in how businesses think about AI adoption. Instead of building everything in-house, companies may mix and match proprietary data with the best external models available, no matter where they come from.

Key Takeaways

• Meta is in early talks with Google to potentially use Gemini AI models to enhance its ad business.
• Employees proposed fine-tuning Gemini and open-source Gemma models with Meta’s ad data for better targeting.
• The move suggests Meta faces challenges scaling its in-house AI models for advertising.
• Both companies are direct competitors in online advertising, making the talks especially notable.
• Meta has also considered partnerships with OpenAI and Google for chatbot and social media AI features.