As a context-based and native advertising platform, Taboola must understand both the environment and the content where ads appear. This demands real-time page analysis, accurate classification, and ad policy compliance at scale.

Previously, these workflows relied on manual NLP systems and multilingual pipelines, sometimes requiring translation to English, adding friction and delay. Vertex AI changed that. Its large language models now perform page-level sentiment analysis, theme identification, and entity extraction in multiple languages without translation.

Taboola's culture is built around speed, agility, and innovation. But as the company scaled, traditional reliance on IT and scattered files made it hard to keep up. Employees often had to wait on analysts or search across systems to find what they needed.

The solution came through Google Cloud's AI solutions, designed to empower everyone, not just technical experts. Gemini and NotebookLM fundamentally changed how knowledge flows across the organization, giving teams on-demand access to organizational knowledge and decision-making context.

"AI is a means to doing better as a company," said Alzam. "It improves our collaboration, communication, and velocity. That's what we were trying to achieve, and Google Cloud solutions allow us to do it."

Taboola uses NotebookLM to drive cross-functional knowledge sharing. Analysts curate key sources and context, then publish interactive notebooks that allow colleagues to get answers, ask follow-up questions, and verify sources on their own, across time zones.

The company also repurposed internal FAQs and repeated questions into chatbots built with Gemini, reducing redundant queries and freeing up internal teams. Long-form training videos were turned into searchable transcripts and podcast-style recaps, making learning materials easier to access and retain.