Meta actually has a whole separate, existing AI research and use case for targeting ads that has seen much better results as their AI capabilities have improved

Meta actually has a whole separate, existing AI research and use case for targeting ads that has seen much better results as their AI capabilities have improved. I don't think gen AI is used for this in the way most commenters think, but the improvements in AI architecture / infra, training, etc. are all helpful to the AI which helps ad targeting while simultaneously building more powerful Gen AI