Meta Platforms scales AI-powered ad tools to 8 million advertisers and develops custom MTIA chips to reduce reliance on Nvidia GPUs.

Meta's AI-powered ad tools are now used by around 8 million advertisers, up from 4 million previously, demonstrating adoption growth.

Meta is developing its custom Training and Inference Accelerator (MTIA) chips, which operate at roughly 25W compared to about 250–500W for Nvidia A100s and around 350W for H100s, with newer generations designed to handle recommendation systems and generative AI workloads.

Mark Zuckerberg is prioritizing AI investment through layoffs and efficiency initiatives, while pursuing a full-stack AI strategy that could unify AI training, inference, and advertising workloads under Meta's own hardware stack.