The Spring Festival of 2026 is approaching, and Baidu has launched the Year of the Horse Spring Festival Red Envelope campaign, with a total amount of 500 million yuan, aiming to further seize the AI entry point through the peak traffic of the holiday. Unlike previous years, this year's red envelope campaign has shifted its main battlefield to Baidu APP's Wenxin Assistant, marking that Baidu's AI strategy has fully transitioned from "technology research and development" to "popular application."

Spring Festival Red Envelope

Red Envelope Assistance: AI Function Experience Exceeds 50 Million Times

With the high popularity of the Spring Festival, Baidu successfully guided users to transition from traditional search mode to AI interaction mode:

High Participation: During the event period, nearly 50 million users deeply used AI-related functions.

User Engagement: The monthly active users (MAU) of Wenxin Assistant have exceeded 200 million.

Strategic Transformation: Baidu is driving Wenxin Assistant to evolve from a single "Q&A tool" into a "comprehensive service assistant," by integrating the MCP service ecosystem, achieving an all-in-one intelligent service experience.

Looking Ahead: Building an "Intelligent Service Hub"

Based on Baidu APP with over 700 million monthly active users, Baidu is making big moves:

Securing Entry Points: By using the red envelope campaign to cultivate user habits of using AI, it consolidates its leading position as the AI entry point in mobile internet.