Comment by amalcon

The not-so-secret is that the "killer apps" for deep neural networks are not LLMs or diffusion models. Those are very useful, but the most valuable applications in this space are content recommendation and ad targeting. It's obvious how Meta can use those things.

The genAI stuff is likely part talent play (bring in good people with the hot field and they'll help with the boring one), part R&D play (innovations in genAI are frequently applicable to ad targeting), and part moonshot (if it really does pan out in the way boosters seem to think, monetization won't really be a problem).