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砸钱投流抢用户 巨头激战AI应用“超级入口”丨人工智能AI瞭望台
证券时报·2025-04-02 04:13

Core Viewpoint - The competition for AI "super entry" is intensifying among major internet giants, as they aim to capture user attention and establish themselves as key players in the AI application market [1][2]. Group 1: Market Dynamics - Alibaba has upgraded its smart search product Quark to become a flagship AI to C (consumer) product, aiming to be the leading "super entry" in the AI era [2][4]. - ByteDance's Doubao and Tencent's Yuanbao are also significant players in the AI application market, with each company investing heavily to create benchmark products for consumers [2][4]. - The AI "super entry" competition is characterized by a variety of applications, including DeepSeek, Kimi, and Baidu's Wenxiaoyan, all vying for market share [2][4]. Group 2: User Engagement and Retention - Despite Alibaba's advantages in model development, its consumer-facing product Tongyi APP has not gained significant traction, with weekly downloads of 364,000 and active users of 1.588 million [4]. - In contrast, Quark has seen higher engagement, with downloads reaching 1.066 million and active users at 8.423 million during the same period [4]. - The user retention rate for AI applications is low, averaging around 25%, indicating a challenge in maintaining user engagement [12][13]. Group 3: Advertising and Investment Strategies - ByteDance's Doubao has aggressively invested in advertising, with expenditures reaching 207 million, 1.57 billion, 2.14 billion, and 1.01 billion over the last four quarters [4]. - Tencent's Yuanbao has also ramped up its advertising spend to 1.426 billion in the first quarter, significantly outpacing Doubao's investment [5]. - The substantial advertising investments are aimed at capturing potential traffic value and monetization opportunities in the AI application space [5][6]. Group 4: Differentiation Strategies - Each major player is adopting different strategies based on their strengths; for instance, Quark integrates AI tools into its search capabilities, while Doubao focuses on conversational experiences and entertainment [8][10]. - Yuanbao leverages its integration with WeChat and QQ to enhance user engagement, aiming to create a robust ecosystem around its AI product [10]. - The competition is not just about user acquisition but also about creating unique user experiences and addressing diverse user needs across various scenarios [13][14].