The news: Meta made a deal to buy up to 6 gigawatts worth of data center power from AMD, an agreement worth over $60 billion that gives a high-spending AI player access to crucial hardware.

The Big Tech company will buy AMD hardware and computers that are designed to power its AI models over the next five years, per The Wall Street Journal, starting in the second half of 2026. The deal could lead to Meta owning as much as 10% of AMD’s stock.

Meta said that its efforts to build next-gen AI and enable “personal superintelligence” requires massive, scalable power that can handle large workload demands. “By diversifying our partnerships and technology stack, we’re building a more resilient and flexible infrastructure,” Meta stated in a blog post.

AMD’s stock jumped 8.8% in the day following the announcement.

Zooming out: One of the biggest bottlenecks in genAI development has been access to compute. By locking in AMD and diversifying its infrastructure partners beyond previous agreements with Nvidia, Meta could roll out AI-powered ad tools more quickly and boost content creation offerings across its platforms.

Meta is shifting away from Nvidia-exclusive dependence as more companies—including OpenAI in its deal with AMD—consider other options for AI compute.

• Companies are locking in large, multiyear compute deals to avoid supply crunches and pricing pressure from a single supplier.
• Securing power and hardware is crucial as AI players race to ensure they have the necessary infrastructure to scale and power new products and models.

Implications for marketers: Meta’s long-term, big-budget hardware commitment shows its intent to remain a top-tier AI platform alongside Google, Microsoft, and Amazon, and to compete against other players on AI capabilities like creative generation and predictive ad targeting.

AI-driven infrastructure is becoming a strategic moat. Marketers should expect more automation, more AI-native tools, and faster innovation cycles, especially within Meta’s ecosystem.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.