In the world of technology, even giants are forced to explore new paths. Meta, one of the leaders in digital advertising, has found itself in a situation where its own artificial intelligence developments are no longer sufficient. Despite investing billions in research and infrastructure, the company is in talks with Google about the potential use of Gemini models to improve the efficiency of its advertising business. At FinancialMediaGuide, we see this move as a landmark moment that reflects the growing need for corporations to seek the most effective solutions, even if they come from direct competitors.
At an early stage of the discussions, Meta employees proposed fine-tuning both Gemini and the open-source Gemma model using the company’s own advertising data. This approach is expected to increase targeting accuracy and improve campaign profitability. While neither company has issued official statements, the very fact of these talks suggests that Meta’s internal resources are struggling to meet the scale of current challenges. FinancialMediaGuide analysts emphasize that recognizing this reality is already a turning point: Meta is effectively showing its readiness to rethink its strategy and move away from a closed development model.
This is not the first time Meta has turned to external partners. The company had previously expressed interest in working with both OpenAI and Google to integrate new features into the Meta AI chatbot and its social media ecosystem. Moreover, Meta’s top management has set an ambitious goal: by 2026, to fully automate the advertising process, where launching a campaign would require nothing more than a product image and a budget. In our view, such statements highlight the company’s core strategy — to make artificial intelligence the foundation of its advertising business.
However, this scenario also comes with risks that cannot be overlooked. Chief among them are data security concerns and potential regulatory scrutiny. “Meta must strike a balance: preserving technological independence while leveraging external models where it makes sense. The optimal solution will be a hybrid approach, where critical processes remain under the company’s control,” our analysts at FinancialMediaGuide note.
It is likely that Meta will start with pilot projects to test the effectiveness of the integration and minimize potential threats. If the results prove successful, cooperation with Google will expand further. For Google, this represents an opportunity to strengthen its position as a global AI infrastructure provider and demonstrate that even its largest competitors rely on its technologies. At FinancialMediaGuide, we see this as a potential precedent that could shift the balance of power in the market: for the first time, direct rivals may tie their advertising success to shared technological platforms.
Today’s negotiations are not only about Meta and Google. They reflect a broader transformation of the industry, as companies move away from the notion of complete self-sufficiency. We believe the future belongs to hybrid models, where internal solutions are combined with external technologies to balance speed of adoption, security, and efficiency. Financial analysts at FinancialMediaGuide predict that companies capable of integrating AI into their advertising ecosystems most effectively and transparently will take leading positions in the coming years. For Meta, a potential partnership with Google could become not just a technological decision, but a test of business maturity and an ability to manage risks amid fierce competition.
