Mei Ri Jing Ji Xin Wen·2026-02-16 11:44Core Insights - The 2026 Spring Festival Gala has become a battleground for AI companies, with significant investments from major players like Alibaba, ByteDance, Tencent, and Baidu, marking a shift in traditional marketing strategies [1][3][4] Group 1: AI Companies' Investments - Alibaba's Qianwen invested 3 billion yuan in the Spring Festival Gala, securing exclusive sponsorships with four major regional TV stations [4] - ByteDance's Volcano Engine became the technical partner for the CCTV Spring Festival Gala, providing core support for live streaming and interactive features [4] - Tencent and Baidu launched 1 billion yuan and 500 million yuan red envelope initiatives, respectively, to enhance user engagement through their platforms [1][4] Group 2: AI Technology Integration - AI technology is being integrated into various aspects of the Spring Festival Gala, with regional stations utilizing AIGC technology for virtual stage backgrounds and interactive performances [4][6] - The use of AI is expected to improve production efficiency and reduce costs, as seen in the implementation of XR virtual stages by Shandong TV [7] - The Spring Festival Gala is evolving from a cultural event to a platform for showcasing technology and driving commercial transformation [7] Group 3: User Engagement Strategies - AI companies are leveraging the Spring Festival to promote their services, aiming to change user habits through integrated experiences like booking meals and movie tickets [8] - Qianwen's strategy includes bundling subsidies with various services, resulting in a significant increase in user engagement, with a reported 500% rise in movie ticket orders [8] - The competition among AI models is not just about immediate user acquisition but also about sustaining user engagement post-festival [9]