当AI入驻春晚，红包、技术、场景谁能留下用户？

Core Viewpoint - The 2026 Spring Festival Gala has become a battleground for AI companies, with significant investments and collaborations aimed at leveraging the high viewership and family-oriented consumption during the holiday season [5][10]. Group 1: AI Companies' Investments and Collaborations - Alibaba's Qianwen has invested 3 billion yuan in the Spring Festival Gala, becoming the exclusive sponsor for four major regional TV stations [5][9]. - ByteDance's Volcano Engine has partnered with CCTV as the exclusive AI cloud partner for the 2026 Spring Festival Gala, supporting program creation and live interaction [5][10]. - Tencent and Baidu have launched 1 billion yuan and 500 million yuan red envelope plans, respectively, to enhance access to their large models through their platforms [5]. Group 2: AI Technology Applications in Spring Festival Galas - Local TV stations are actively exploring AI technology, with Shandong TV using AIGC technology for virtual stage backgrounds and Beijing TV focusing on "human-machine symbiosis" themes [6][10]. - Bilibili has partnered with CCTV for the Spring Festival Gala, enhancing its technology investment to improve user experience during live broadcasts [6][8]. Group 3: Changing Role of the Spring Festival Gala - The Spring Festival Gala is evolving from a cultural ceremony to a platform for technology demonstration and commercial transformation, providing local TV stations with opportunities to innovate [10]. - AI technologies are being integrated into the gala to enhance production efficiency and reduce costs, with examples including the use of XR virtual stages [10]. Group 4: User Engagement and Retention Challenges - AI companies are utilizing the Spring Festival to attract new users, but there are concerns about user retention post-holiday, as many may only engage for the red envelopes [11][12]. - Qianwen aims to change user habits by bundling its services with various scenarios, such as ordering New Year's Eve dinners and movie tickets, leading to a significant increase in orders during the festival [11][12].