China's Baidu overhauls search with AI to stay competitive

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Hi AI Futurists,

Baidu just gave its search engine its biggest upgrade in a decade, baking in AI features that bring it closer to tools like ChatGPT and DeepSeek. It’s a bold move to stay ahead in China’s fast-moving AI race and it might just reshape how search works altogether.

Let’s take a look.

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• Our Sponsor: Hubspot

• Top AI news

• Baidu adds AI muscle to search in major update

• Top 3 selected AI tools

• AI in the wild

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Baidu adds AI muscle to search in major update

Baidu just gave its search engine its biggest revamp in a decade, weaving artificial intelligence throughout the core experience to stay competitive in China’s rapidly shifting tech landscape. Users can now ask complex, conversational questions using voice, text, images, or even documents, think of it like a hybrid of ChatGPT, Google Search, and WeChat rolled into one. This move isn’t about catching up to traditional rivals: Baidu is trying to hold its ground against newer, faster AI challengers like DeepSeek, which has gained attention for launching an advanced model built at a fraction of the cost of global players.

“This is a defensive and offensive move,” said Wedbush’s Dan Ives, noting that Baidu is trying to shake the image of being “the little brother to Tencent.” Baidu’s Ernie Bot, its answer to ChatGPT, has been integrated directly into the search platform, letting users generate images, text, or even videos without switching apps. Analysts suggest that the redesign is also Baidu’s response to shifting user behavior, especially as short-form video apps like Douyin and Kuaishou start pulling attention and ad dollars.

As global search giants like Google roll out their own AI upgrades, Baidu’s transformation shows how the AI race is redefining how humans find and consume information. When search becomes more like conversation, curiosity becomes the new skill set—and the winners may be those who know how to ask the best questions.

Takeaways at a Glance:

• This is Baidu’s first major search revamp in 10 years

• AI integration includes chatbot features, multimodal input (voice, image, text)

• Competition intensifying from DeepSeek, Tencent, and short-form video apps

• Ernie Bot generates text, images, and videos inside search

• Strategic move to show leadership in AI despite lagging stock performance

What We Think About It:

• This shows that search is evolving into a dynamic, AI-first experience, moving far beyond the era of ten blue links. Baidu’s move is a tactical response to younger rivals like DeepSeek, a clear reminder that established players need to adapt quickly or risk falling behind. It also signals that AI integration is no longer just an added feature, it is the product.

What You Can Do Right Now:

• Explore AI-powered search tools to see how they change the way you ask questions and get answers. Whether you're curious, researching, or creating, treat AI search as a creative assistant—not just a fact finder.

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