Baidu General Business

Baidu Core AI-powered Business

We introduced an AI-native view that cuts across our traditional business groups to provide greater visibility into Baidu’s AI portfolio and the key drivers within our current product offerings. This AI-native view highlights a broad range of AI-powered assets across our company.

The categories presented below represent selected Baidu Core AI-powered Business with meaningful revenue contribution in 2025:

AI Cloud Infrastructure. This comprises AI infrastructure and platform services within AI Cloud that serve enterprises and the public sector. Our AI accelerator infrastructure enables highly efficient and cost-effective training and inference across diverse enterprise workloads.
AI Applications. This comprises AI-native or AI-powered product offerings addressing specific use cases for individuals and enterprises, such as our flagship software products, Baidu Wenku, Baidu Drive, and Digital Employee. Most of Baidu’s AI applications are based on sticky subscription models, delivering high-quality revenue.
AI-native Marketing Services. This comprises AI-native online marketing products and services, including agents and digital humans. AI-native Marketing Services gains strong traction with customers seeking performance-driven AI-native solutions and willing to pay a premium for cutting-edge AI technologies that enhance productivity and marketing returns.

Baidu General Business—Mobile Ecosystem

Products and Services for Users

Baidu App. Our flagship app enables users to access our search, feed, content and other services through mobile devices. Baidu App offers twin engine search and feed functions that leverage our AI capabilities and deep user insight to offer users a compelling experience. At the core of our Mobile Ecosystem is Baidu App, which is the leading search-plus-feed app in China with a MAU of 679 million in December 2025.

Haokan. Haokan offers a wide variety of user generated and professionally produced short videos, usually several minutes long, in coordination with MCNs (multiple channel network).

Internally Developed Knowledge-and-Information-Centric Products

Baidu Wiki. A leading wiki in China compiled by experts in specialized fields featuring high-quality columns and videos, such as Encyclopedia of Intangible Cultural Heritage, Digital Museum and Recorder of History.

Baidu Knows. An online community where users can pose questions to other users, such as individuals, professionals, and enterprises. Baidu Knows leverages Baidu’s search capabilities to help users find answers to their questions on the internet fast and efficiently, while at the same time allowing various partners of Baidu Knows to engage with their targeted users.

Baidu Experience. An online platform where users share daily knowledge and experience, providing practical tips and interesting perspectives in areas, such as software, lifestyle, and games, etc.

Baidu Post. A social media built on topical online communities. Users can post text, image, audio and video content and reply to original curation, forming valuable discussion groups. Baidu Post draws new users through close integration with search and user generated content, and has been a popular platform for celebrity fans, online game players, and online novel readers to share topical discussions, especially about current trends.

ERNIE Bot. Our new AI-native product, serves as a versatile, multi-round conversational AI assistant on both PC and mobile. Starting from November 1, 2023, EB4 has been open to the public through ERNIE Bot at a subscription fee. This marks us as the first company in China to implement user charges, distinguishing us from other models in the market. Starting from April 1, 2025, as ERNIE models continued to advance and inference costs declined, ERNIE Bot became free for all users on both PC and mobile, allowing users to access the latest ERNIE models without charge.

Livestreaming. Our livestreaming services include live streaming and AI-powered digital human livestreaming. Our digital humans provide 24/7 availability and deliver greater realism, more natural interaction, and real-time engagement with viewers.

Products and Services for Partners

AI Building Blocks

Baijiahao (BJH Accounts). Our publisher network aggregates articles, photos, short videos, live videos, and augmented reality clips from MCNs, media outlets, and other professional sources, for distribution through search, feed, and short video products.
Agents. Our AI-native online marketing innovation creates substantial value for advertisers through higher engagement, better lead conversion and stronger ROI. Our agents help advertisers effectively clarify user intent through intelligent multi-round conversations, and quickly find out the most relevant, high-quality sales leads. This ensures advertisers receive more precise and qualified leads compared with traditional approaches.

Baidu Union. We match the promotional links of our online marketing services customers to the online properties of Baidu Union partners, which consists of a large number of partners, such as third party websites, wap sites and mobile apps. Some Baidu Union partners, such as online portal websites and Internet cafes, also embed our products and services, such as Baidu Search or a search function powered by Baidu Search, onto their online properties, which allows Baidu Union partners to provide high-quality, relevant search results to their users without incurring the cost of development and maintenance for advanced search capabilities and monetize their traffic through revenue sharing arrangements with us. Baidu Union partners may use our content recommendation system to provide feed content and ads to their users.

Products and Services for Customers

P4P. Our P4P services allow customers to bid for priority placement of paid sponsored links and reach users who search for information related to their products or services. We charge our customers on a cost-per-click basis. Customers may choose to purchase search, feed and other online marketing services and have the option to set daily allowances. As our partners adopt Agents, some of them have begun to use these properties as their landing page, in lieu of their own mobile apps and websites.

Search marketing services are mainly provided to customers through our proprietary online marketing system which drives monetization efficiency by improving relevance in paid search and optimizing value for our customers.

Feed marketing services usually comprise image-based or video-based advertising, appearing between the feed headlines or within the feed content. It is powered by Baidu AI in order to better match goods and services providers with their targeted audience while optimizing user experience.
Others. Our other marketing services comprise display-based marketing services and other online marketing services based on performance criteria other than cost-per-click. Customers can choose different mix of our service offerings to optimize their return on investment. BrandZone allows customers to display integrated text, logo, image, and video in a structured and uniform manner on a prominent position of the search result page or in vertical search products, such as Baidu Knows. Programmatic marketing platform supports the placement of advertisement using standard, intelligent, or customized creativity, different purchasing methods (guaranteed delivery or real time bidding), and multiple payment methods.
Marketing cloud platform. Our marketing cloud platform integrates one-stop-shop media purchase with CRM (client relationship management) functionalities, to allow our customers to purchase brand and performance-based marketing services, build audience and user engagement, generate leads and maintain relationships with users, leveraging tools and services powered by Baidu AI. Our marketing cloud platform helps us better understand our customers’ needs and enables our customers to leverage Baidu’s AI to simplify their marketing process and improve the effectiveness of their marketing efforts.

Baidu General Business—AI Cloud

Our AI Cloud includes two parts: (i) AI Cloud Infrastructure and (ii) AI Applications.

We are one of the very few companies in the world that offers a full AI stack of four layers, spanning infrastructure, framework, models and applications. By owning and optimizing all four layers of the AI stack, we believe we are able to deliver sustained advantages in stability and cost effectiveness, better addressing enterprises’ needs for AI deployment and enabling more efficient growth of our cloud business. As customers integrate AI into their core operations, we believe the differentiated value of our full-stack, end-to-end AI architecture has become increasingly evident.

At the infrastructure layer, our AI infrastructure is among the most advanced in China, powered by a diverse mix of domestic and international high-performance computing resources, including our own self-developed AI computing architecture.

At the framework layer, we have our in-house developed deep learning framework, PaddlePaddle. In April 2025, we officially released version 3.0 of PaddlePaddle.

At the model layer, we offer our self-developed ERNIE foundation models and our Qianfan MaaS platform. During 2025, we continued to upgrade Qianfan by expanding its model library, enhancing its toolkits and evolving it toward an agent-centric platform. We broadened the model library to include our latest ERNIE models as well as leading third-party and open-sourced models, and strengthened support for the training and fine-tuning of multimodal and reasoning models. We also enhanced model services, data services and agent development capabilities, while strengthening support for complex agent workflows. Qianfan now provides best-in-class agent infrastructure, enabling enterprises to efficiently build, deploy, and scale AI-native applications and agents.

At the application layer, we provide a growing portfolio of AI-native or AI-powered product offerings addressing specific use cases for individuals and enterprises, such as Digital Employee, Miaoda (or MeDo), etc.

We also offer Baidu Drive, which allows users to store and retrieve photos, videos, and other files on AI Cloud, along with other capabilities, such as group share and data transfer. Leveraging ERNIE, we have transformed Baidu Wenku into an intelligent creativity platform that changes how users create, collaborate, and bring their ideas to life. In August 2025, Baidu Wenku and Baidu Drive jointly launched GenFlow, a general-purpose agent platform enabling users to complete productivity tasks through multi-agent collaboration and natural language interactions. To further advance these efforts, Baidu established the Personal Super Intelligence Business Group (PSIG), integrating Baidu Wenku and Baidu Drive to accelerate AI application innovation.

Baidu General Business—Intelligent Driving & OGI

Intelligent Driving.

Intelligent driving, including Apollo Go robotaxi fleets (autonomous ride-hailing service) and AI-powered intelligent driving capabilities for Auto), leverage AI and other technologies to make a vehicle, or fleet of vehicles, more intelligent, all with the ultimate goal to be autonomous. We are the market leader in autonomous driving in China in terms of number of rides Apollo Go completed. The industry definition for L4 autonomous driving is that the vehicles are capable to drive themselves without human interactions but will be restricted to known use cases, or in most environments and road conditions. Apollo Go has already received permits for providing driverless ride-hailing services on open roads and received the permits to collect fees from the passengers in Beijing, Shenzhen, Wuhan, Chongqing, and certain other cities and regions. A well-known research firm named Apollo as one of the two global leaders in autonomous driving in its report for the fourth quarter of 2025, recognizing us as the top-tier autonomous driving company from China. In addition, the services and solutions of intelligent driving are compatible with our smart transportation solutions, which leverage each other to gain a better understanding of traffic and road conditions, as well as to improve cost efficiency. Our leadership in autonomous driving, industry know-how, operating experience, transportation ecosystem understanding (from our smart transportation projects and maps), and cost advantage give us strong competitive advantages in leading the development of the intelligent driving industry.

Apollo Go, our robotaxi. Robotaxi fleet operation represents a massive opportunity. Luobokuaipao, the mobile application of Apollo Go, is available for free download from all the major app stores in China. In February 2026, the accumulated rides provided to the public by Apollo Go exceeded 20 million.

Since February 2025, Apollo Go has achieved 100% fully driverless operations in all cities where it operates in Chinese mainland, including Beijing, Shanghai, Shenzhen, Wuhan, Chengdu, Chongqing, Haikou and Sanya.

In June 2021, we introduced Apollo Moon, our 5th generation Apollo robotaxi vehicle. In July 2022, we unveiled our 6th generation robotaxi vehicle Apollo RT6. RT6 is the first steering wheel-free, all electric model designed for fully driverless autonomous driving. Apollo RT6 is distinct from the previous generations that had otherwise been retrofitted on conventional vehicles. RT6 has been operating on public roads in multiple cities in China since October 2024.

Baidu established the Technology Ethics Committee in October 2023 to guide the practices of technology professionals.

Baidu Maps. A voice-enabled mobile app providing users with travel-related services, including POI (point of interest) search, route planning, recise navigation, taxi-hailing service and real-time traffic condition information. In 2022, we integrated Baidu Map into our Intelligent Driving Group to create synergies between the Baidu Map app and the map solutions for the auto industry.

Other Growth Initiatives.

DuerOS Smart Assistant. DuerOS is a leading smart assistant for the Chinese language, which powers first-party Xiaodu home smart devices as well as third-party smart phones, children smart watches, smart TVs and smart cars. DuerOS is differentiated by its multi-modal interaction conversation AI capabilities, as well as by DuerOS skills store, which offers thousands of skills in wide ranging genres, including short and long videos, online games, education services, video conferencing and other visually oriented activities. Xiaodu ranked No.1 in smart display shipments in China for the first nine months of 2025, according to IDC.