广告收入缩水！百度动刀最大钱袋，核心搜索业务面临 AI 转型阵痛

Core Viewpoint - Baidu's Q2 2025 financial report shows a decline in core revenue and online marketing income, highlighting the challenges faced by the company in adapting to the AI era while its traditional revenue sources diminish [1][2][4]. Group 1: Financial Performance - Baidu's core revenue for Q2 2025, excluding iQIYI, was 26.3 billion yuan, a year-on-year decrease of 2% [1]. - The net profit attributable to Baidu's core business was 7.4 billion yuan, representing a year-on-year increase of 35% [1]. - Online marketing revenue for the same period was 16.2 billion yuan, down 15% year-on-year, marking a continuous decline over five consecutive quarters [2][4]. Group 2: Business Transformation - Baidu is undergoing significant changes in its search business, with a major redesign of its search interface to incorporate AI-generated content, which now constitutes 64% of mobile search results [2]. - The company has shifted its marketing strategy by eliminating exclusive agency agreements in several cities, moving towards a service provider model to enhance competition and efficiency [4][5]. Group 3: AI Development and Competition - Baidu's non-online marketing revenue exceeded 10 billion yuan in Q2 2025, driven by its AI and cloud services, with a 34% year-on-year growth [1][6]. - The company is actively developing its next-generation Ernie model and has shifted from a closed-source to an open-source approach, aiming to capture market opportunities in the AI sector [6][7]. - Despite advancements in AI, Baidu faces increasing competition from other tech giants and emerging players, impacting its market position and user engagement [6][7].