Baidu has announced its most significant update to its search engine in more than ten years, adding new artificial intelligence (AI) capabilities to better compete in a changing digital landscape.
As more users shift toward AI-powered chatbots for quick answers, Baidu is adapting its core product. The company now allows users to input queries with over 1,000 characters, compared to the previous 28-character limit. This aims to improve search accuracy and allow for more natural and detailed questions.
Users can now ask questions conversationally, similar to how they interact with AI tools like ChatGPT. Baidu is also enhancing voice and image-based search, offering more ways to interact with its platform.
The biggest update is the full integration of Baidu’s AI chatbot into the search engine. This move lets users generate text, images, and even video content directly within Baidu Search, combining traditional search with generative AI features.
According to a CNBC report, the upgrades are a direct response to user behavior changes. Kai Wang, a strategist at Morning Star, noted that Baidu is adjusting its strategy to reflect how users now interact with mainstream AI products.
Baidu has been facing increasing pressure from rivals like Tencent and DeepSeek, both of which are investing heavily in AI search tools. In addition, short video platforms are starting to use AI search features, taking more users away from Baidu.
Baidu’s early lead in AI began with the release of its Ernie Bot in 2023. The chatbot quickly gained traction with 100 million Chinese users in its first six months. Since then, the company has launched multiple AI products to maintain its momentum.
Despite these efforts, Baidu’s stock performance has lagged behind peers. Since the start of 2025, Baidu shares have risen just 2.5%. In comparison, Alibaba and Tencent stocks have grown 30.5% and 20%, respectively, during the same period.
With these latest upgrades, Baidu is hoping to regain ground in China’s increasingly competitive AI market and hold on to its position in the search space.
