A significant portion of the current tooling and research methods used in AI come from facebook. Not just in adtech either. I work in computer vision and literally have never done a project that didn't rely heavily on something from facebook (even ignoring pytorch).

I have a lot of bad things to say about the company and their products, but they and google are almost single (double?) handedly responsible for the advances in ML/AI that we've seen over the last years. (Not to say they are at all the only ones who have contributed, but if you subtracted their contributions we would have a very different world, certainly an average schmoe like me wouldn't be able to fire up world class models with millions or billions of dollars of R&D in them in a free hosted notebook connected to GPU, and actually solve difficult ML problems)