Baidu just upgraded its search engine with a massive AI overhaul—the biggest revamp in a decade. The Chinese search giant is pushing hard to stay ahead of AI startups like DeepSeek and social platforms like Douyin and Kuaishou.
Users can now input over 1,000 characters in the search box, up from just 28. Queries work more like chatbot conversations, and voice, image, and file prompts are supported. Baidu also integrated its AI chatbot, Ernie Bot, directly into search, enabling users to generate photos, text, and videos.
The company is betting on this to keep users hooked in a world shifting fast toward AI-powered search. 
Dan Ives, head of tech research at Wedbush Securities, said in an email:
"There has been some small pressure on the search business but the focus on AI and Ernie Bot is a key move ahead."
"Baidu is not waiting around to watch the paint dry, full steam ahead on AI."
Baidu faces fierce competition from Alibaba, Tencent, and upstarts like DeepSeek. Despite launching Ernie Bot publically in 2023, Baidu’s stock gains lag far behind those rivals this year—2.5% for Baidu vs. 30.5% for Alibaba and 20% for Tencent.
Kai Wang, strategist at Morningstar, noted the rising pressure from video platforms and AI services stirring up China’s search market.
Wedbush’s Ives added:
"This is a defensive and offensive move … Baidu needs to be aggressive and perception-wise show they are not the little brother to Tencent on the AI front."
Google is also racing to inject AI into its search, highlighting just how much the search landscape is evolving. But for now, Baidu is doubling down on AI to fend off the disruptors and secure its top spot in China’s search scene.
