Baidu He Junjie: Use AI native thinking to reconstruct Baidu mobile ecosystem and make AI available to everyone

Since the end of last year, large language models represented by ChatGPT and Wen Xinyiyan have led a new round of changes in the global information technology field. The new wave is coming, AI is reshaping the future, and all industries will usher in new opportunities.

On May 25, the 2023 Vientiane·Baidu Mobile Ecosystem Conference was held in Guangzhou. At the meeting, He Junjie, senior vice president of Baidu Group and general manager of Baidu Mobile Ecosystem Group (MEG), delivered a keynote speech on "AI Reconstructs the Future", proposing for the first time that Baidu mobile ecosystem should be reconstructed with AI native thinking and comprehensively "refresh" The user experience of products and services such as Baidu Search, Baidu APP, Baidu Library, and Baidu E-commerce promotes triple changes in human-computer interaction, content production, marketing, and commerce. He said that the previous large language models such as Wen Xinyiyan and ChatGPT were making AI "big". This reconstruction of the mobile ecosystem is dedicated to making AI "small", more specific and human. People are available.

Leading the intergenerational change in search and innovating the human-computer interaction experience

In terms of human-computer interaction, Baidu search, as the core application of the mobile ecosystem, is also an important "test field" for Baidu to innovate human-computer interaction methods. At the meeting, Xiao Yang, vice president of Baidu Group and head of search platform, proposed the dual capabilities based on "semantic retrieval technology and large language model" to lead the intergenerational search experience change. Baidu Search's ultimate satisfaction, "AI partner", "AI BOT" and other functions based on large-scale model innovation are currently in internal testing.

The search experience changes are mainly reflected in three aspects. In terms of meeting user needs, Baidu is based on its large language model and AI technology accumulation, so that more and more complex questions can be fully satisfied in the first search results; in terms of user expression, "AI partners" can realize intelligent dialogue, multiple Round interaction greatly reduces the user's input expression threshold and cost; in terms of breaking through the boundaries of information, AI BOT creates virtual AI avatars for content and service providers in the fields of creators, merchants, institutions, brands and other fields to help the ecosystem. Partners improve creation and service efficiency.

As China's leading comprehensive content and service platform with information and knowledge as its core, Baidu APP has continued to maintain strong growth in the past year, with monthly active users reaching 657 million. Li Xiaowan, general manager of Baidu Information Distribution Platform, said that Baidu APP will launch a smart homepage model "one person, one world" this year. Users can choose the default homepage, big picture homepage, video homepage, novel homepage, etc. according to their own wishes and habits to meet more diverse needs. Personalized needs. At the same time, she also demonstrated the internal beta product NEW APP for the first time, using new concepts, new functions, and future prospects for one person and one model to open up unlimited space for imagination. The core usage scenarios of the current product are dialogue, asking questions, chatting, sending instructions, etc. Users can also designate personal assistants with different "personalities" to understand the user's preferences and needs, communicate at any time, and can also give effective suggestions and handle large and small matters. .

In addition, Baidu Input Method has also innovatively created an AI "high EQ communication assistant" that provides high EQ chat suggestions based on different social scenarios, bringing users a more intelligent and efficient social experience.

Create a “magic pen” for creators and promote changes in content production methods

Since last year, AI painting applications such as Wen Xin Yi Ge have become popular. This year, Wen Xin Yi Yan and other large language models have been successively tested internally, ushering in the "Cambrian Biological Explosion" of application tools in the field of content production. . In He Junjie's view, content creation entering the AIGC era is undoubtedly a real and unprecedented productivity revolution.

At the 2022 Vientiane Conference, Baidu launched the "Creator AI Assistant Group", which has been used by 450,000 creators so far, producing more than 7 million pieces of content, and the cumulative distribution volume has exceeded 20 billion. At this year's Vientiane Conference, Song Jian, deputy general manager of the content ecosystem platform of Baidu's mobile ecosystem business group, introduced the newly upgraded Baidu content ecosystem AIGC creation tool. AI note-taking, AI filmmaking, AI painting, AI BOT and other functions will be oriented towards creation. Creators have started a closed beta experience, and more AI writing and AI digital human functions will be launched soon, providing creators with a one-stop AI creation solution and promoting fundamental changes in production methods.

From creation, distribution to consumption, Baidu has built a comprehensive and stable content ecological link. “Search recommendation” and AIGC have become the two major driving engines for ecological development. He Junjie said that Baidu hopes that AIGC will become the magic pen in the hands of Ma Liang. Baidu's responsibility is to create the "magic pen" and provide everyone with the best quality services.

Add a “new engine” to business and let AI redefine marketing

The imagination of AI goes far beyond innovating information interaction and empowering content creation, it is also the fuel that drives new business engines. He Junjie believes that the new traffic entrances, new interaction methods, and new productivity brought about by the AI ​​revolution will bring new monetization channels for creators and ecological partners.

Up to now, more than 6 million creators have created and shared on Baidu, and the creators’ diversified income has increased by 397% year-on-year. Commercial order income, e-commerce income, paid order volume and other diversified businesses have all shown rapid growth.

The future doesn’t stop there. For creators, at this Vientiane Conference, Baijiahao has been upgraded to the "Baidu AI Creation and Management Platform" to help creators achieve leapfrog breakthroughs in multiple dimensions such as AI efficiency improvement, content distribution, diversified monetization, and influence building. At the same time, Baidu launched the "AI Co-Creation Plan", a creator growth support plan, which plans to support 100,000 creators to earn more than 3 billion.

For marketing, the revolution of AI has also entered the market. "In the future, whoever has the best way to communicate with customers will own this customer," He Junjie pointed out. The marketing industry is the "pioneer demonstration area" of AIGC. Some institutions predict that in 2022, 2% of the marketing information of large organizations will be generated by AI, and by 2025, this figure will rise to 30%. It is reported that Baidu has been trying "AIGC text creativity" since 2014. So far, the time it takes for a single creative idea has been reduced from 30 minutes to 4 minutes. 1.4 billion text ideas created with AI assistance are produced every day. Nearly 70% of companies use this function, and nearly one-third of creative presentations involve AIGC.

For merchants, Ping Xiaoli, vice president of Baidu and general manager of Baidu e-commerce, said that the development of artificial intelligence will definitely bring new possibilities to both the supply and demand ends of the e-commerce industry. The era of smart e-commerce that relies on AI and recombines multiple elements such as users, media, goods, and services has arrived. It also simultaneously launched a new smart e-commerce brand "Baidu Selection" and released a series of innovative technologies and smart merchant management plans including AI shopping guide assistant, e-commerce AI anchor production platform, merchant operating capability model, merchant growth system, and intelligent operating platform. In order to help merchants and partners grow, Ping Xiaoli also launched Baidu’s e-commerce super ecological plan, which will help 1,000 hot-selling products with a GMV of over 10 million, 100 merchants with annual sales of over 100 million, and 15 service providers with a GMV of over 100 million. Partners to realize greater business opportunities with Baidu e-commerce.

"We want AI to step down from the 'altar' of technology and go deep into the 'soil' of application." He Junjie said that this is the only way for all information technology to eventually move towards inclusiveness, and it is also a commitment to Baidu’s mission of “using technology to make the complex world simpler.” The reconstruction of Baidu's mobile ecosystem by AI-native thinking gives AI the opportunity to become a universal productivity that is available to everyone and different for everyone. From "AI sees the same thing" to "AI sees something different", it brings personalization to everyone , exclusive experience, thus truly entering the era of Personal AI.

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