In August 2024, Robin Li, Baidu’s CEO, mentioned something big: 18% of all Baidu search results are now generated by AI. That’s no small change. He also said that Baidu’s AI-driven ecosystem was distributing over 800 million results per day by July 2024, which is double what it was back in May.
This AI shift is making Baidu’s search smarter and faster. And it’s not just search—Baidu’s smart cloud business grew by 14% in revenue this quarter, with AI now contributing 9% of overall earnings. More companies are choosing Baidu’s advanced AI tech, and its influence is only growing.
Baidu Smart Answers—the AI that provides direct answers in search results—is a big part of this change. It’s similar to Google’s snippets, but specific to Baidu. For any brand trying to get noticed in China, understanding how these AI answers work (and how to show up in them) is now essential.
How Baidu Smart Answers Work: A Deep Dive
Baidu Smart Answers use AI to deliver quick, precise responses to user queries. These responses are positioned at the very top of the search results, in the coveted “position zero,” making them an invaluable traffic source for brands.
Here’s how it works:
- Baidu’s natural language processing (NLP) and deep learning algorithms scan high-authority websites, Baidu-owned platforms (like Baidu Baike, Baijiahao), and other reliable content sources to generate answers.
- The results are pulled into three key components:
- AI-generated response: The direct answer to the user’s query.
- Source link: A clickable link directing users to the original website.
- Keyword search links: Additional links triggering further Baidu searches based on related keywords.
The Data Behind Baidu Smart Answers: Key Findings
To understand the reach and influence of Baidu Smart Answers, we analyzed over 1,000 keywords to see how often AI-generated answers are triggered and for what types of queries. The results revealed some clear trends:
Trigger Rates Across Different Keyword Types:
| Keyword Type | AI Response Trigger Rate |
|---|---|
| Question-based | 68.8% |
| Price-based | 41.2% |
| General terms | 8.4% |
| Product terms | 0.8% |
| Brand-related | 1.6% |
The data shows that question-based queries (e.g., “what is…”, “how does…”) have the highest trigger rate, appearing in 68.8% of cases. This makes sense — AI thrives on clear, question-driven queries where users seek direct answers. By contrast, product terms and brand-related terms rarely trigger AI responses, making it clear that Baidu’s AI focuses on providing answers, not promoting products.
B2C vs. B2B Queries: Which Perform Better in AI Smart results?
Our analysis broke down the results across B2C and B2B industries to understand the sector-based impact of Baidu Smart Answers.
| Sector | Keywords Analyzed | AI Trigger Rate |
|---|---|---|
| B2C Keywords | 400 | 36% |
| B2B Keywords | 600 | 26% |
The data highlights that B2C queries are more likely to trigger AI answers, with a 36% trigger rate, compared to 26% for B2B keywords. This suggests that Baidu’s AI better understands consumer-related queries, which often seek immediate, practical solutions, such as pricing, product details, or usage instructions.
Baidu Smart Answers don’t appear for every search query. They are triggered primarily by queries that express clear intent, particularly questions that need precise answers. Here’s a breakdown of the types of queries that are more likely to trigger AI responses:
Question-Based Queries
- Examples: “How to use [product],” “What is the best [service]?”
- Trigger Rate: 68.8%
These queries are perfect for Baidu’s AI as they explicitly request information. The AI sifts through the most relevant data, ensuring that the user gets a quick, concise answer.
Price-Based Queries
- Examples: “Price of [product],” “How much does [service] cost?”
- Trigger Rate: 41.2%
Price-related queries are the second most common trigger for Baidu Smart Answers. This reflects a common search behavior in both B2C and B2B markets, where users are searching for quick price comparisons.
Brand/Product Terms
- Examples: “Brand X,” “Product Y specifications”
- Trigger Rate: 0.8% to 1.6%
Brand and product searches rarely trigger AI responses. This is because these types of queries usually aim to navigate to a brand’s official site rather than seeking an answer to a specific question.
Baidu’s Own Content Platforms: The Backbone of AI Responses
Baidu’s AI-powered responses rely heavily on content from its own ecosystem. Here’s where Baidu typically sources its AI responses from:
- Baidu Baike (Baidu Encyclopedia): This is often the go-to source for factual, encyclopedic information, similar to Wikipedia.
- Baijiahao: A publishing platform where verified businesses, media outlets, and individuals contribute high-quality content.
- Baidu Experience: A platform for user-generated how-to guides and tutorials.
Content published on these Baidu-owned platforms has a significantly higher chance of being featured in AI-generated answers. If you want your brand’s content to be part of Baidu Smart Answers, focusing on these platforms is key.
🌟 Why Should You Care About Baidu Smart Answers?
The introduction of Baidu Smart Answers is a double-edged sword for businesses.
- Increased Visibility: For brands that can get featured in Baidu’s AI-generated responses, the rewards are massive. By taking the “position zero” spot at the top of the results page, these answers are the first thing users see and are likely to click. This gives your content unparalleled visibility, especially on mobile devices where Baidu Smart Answers dominate the screen.
- Challenge to Traditional SEO: On the flip side, for brands that don’t get featured, Baidu Smart Answers can divert traffic away from your site. With users getting their answers directly from the search results page, there’s less incentive for them to click through to traditional organic search results. In fact, many businesses have reported a drop in organic traffic as users find what they need within Baidu’s AI-generated responses.
Here’s why this matters to you:
- Data-Driven Decisions: Knowing which types of queries trigger AI responses helps you tailor your content strategy to maximize visibility.
- Shift in SEO Focus: Traditional SEO might not be enough anymore. You need to consider how to get your content featured in Baidu Smart Answers if you want to maintain or grow your presence in Chinese search results.
- Maximizing Opportunities: By understanding which sectors and query types perform best (like B2C and question-based searches), you can better optimize your content for AI-triggered answers.
Curious how Baidu’s AI Smart Answers are already shaking up search results in your industry? Reach out to us. We’re here to help you understand the impact—and how to stay ahead.