Sou Hu Cai Jing·2025-08-20 15:41Core Insights - Baidu's Q2 performance shows a significant shift in business structure, with non-advertising revenue driven by intelligent cloud services reaching 10 billion yuan, a 34% year-on-year increase, while advertising revenue declined by 15% [2][3][4] Financial Performance - Total revenue for Baidu in Q2 was 32.7 billion yuan, a 4% year-on-year decrease but a 1% quarter-on-quarter increase [3] - Net profit for the period was 7.3 billion yuan, a 33% year-on-year increase but a 5% quarter-on-quarter decrease; non-GAAP net profit was 4.8 billion yuan, down 35% year-on-year and 26% quarter-on-quarter [3] - Advertising revenue was 16.2 billion yuan, down 15% year-on-year, significantly impacting overall performance [3][4] Business Segment Analysis - Advertising revenue's contribution fell below 50% for the second consecutive quarter, marking a notable change from nearly 55% last year [4] - The decline in advertising revenue is attributed to Baidu's increased focus on AI transformation in search, aimed at enhancing user experience for long-term growth [4][5] AI Transformation and User Engagement - Baidu's AI-driven search transformation has led to over 50% of mobile search result pages containing AI-generated content by June, up from 35% in April, and reaching 64% by July [5] - Monthly active users (MAU) of Baidu's app reached 735 million in June, a 5% year-on-year increase, indicating improved user engagement due to AI changes [5] Intelligent Cloud Business Growth - Non-advertising revenue reached 10 billion yuan in Q2, accounting for nearly 31% of total revenue, driven by intelligent cloud services which generated 6.5 billion yuan, a 27% year-on-year increase [7] - The demand for high-cost performance AI products and solutions is driving growth in the intelligent cloud sector, with a focus on enterprise cloud services [7] Future Developments and R&D - Baidu is actively developing the next generation of large models and has open-sourced the Wenxin 4.5 series [9] - R&D investment decreased by 13% year-on-year to 5.1 billion yuan, primarily due to reduced employee-related costs [9]