Since ChatGPT sparked a global craze in the generative artificial intelligence industry, the number of large language model projects in China has grown significantly. This growth has been particularly pronounced following the restrictions on ChatGPT usage in China, leading to a rapid development of generative AI services in the country. The launch of Baidu’s “Wenxin Yiyan”, called ERNIE Bot in English, has garnered widespread attention from various sectors.

What is Baidu’s AI Chatbot “Wenxin Yiyan” ?

This is Baidu’s latest generation enhanced large language model (ERNIE Bot), capable of engaging in interactive conversations, answering questions, and assisting in creative processes, providing people with information, knowledge, and inspiration efficiently and conveniently. In October 2023, Baidu released ERNIE Bot 4.0, the most powerful version of the ERNIE Bot model to date. It represents a comprehensive upgrade to the foundational model, significantly improving understanding, generation, logic, and memory capabilities. This large language model has been applied across various business domains at Baidu, including Baidu Search, Baidu App, Baidu Wenku, Baidu E-commerce, Baidu Marketing, Baidu Union, Baidu Maps, Baidu Cloud, etc.

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Why is Baidu’s AI Chatbot “Wenxin Yiyan” worthy of attention?

Baidu’s innovation in the fields of search and artificial intelligence, coupled with its keen insight into future industry trends, is leading the development of the AI sector in China. Firstly, through Baidu’s self-developed AI chip Kunlun and extensive cloud computing infrastructure, the company provides users with high-performance and diversified computing power services, thus establishing a robust technological foundation. Secondly, Baidu’s Wenxin Yiyan’s generative AI technology has brought new possibilities to search engines, taking a crucial step from fuzzy searches to precise recommendations. Through natural language interaction, users can more easily obtain the content they need, significantly enhancing the user search experience.

In addition, in the field of digital marketing, Baidu’s Wenxin Yiyan integrates advertising business and AI technology, providing more precise push services for the advertising platform, thereby increasing the monetization space of the advertising business. The AIGC ecosystem built by Baidu’s Wenxin Yiyan has attracted nearly 300 leading enterprises to join, and its commercial ecosystem is gradually maturing and expanding.

Advantages of Baidu’s AI Chatbot “Wenxin Yiyan” in the Chinese Market

At present, Baidu’s positioning of Wenxin Yiyan is biased towards companies, serving as a general empowerment platform in finance, energy, media, government affairs and other industries to achieve digital and intelligent transformation and create more business value. In China, the special network environment is very different from that in Western countries. From the perspective of computing power and data, Baidu has obvious advantages in the Chinese market. This is an opportunity that cannot be missed for enterprises.

The five application scenarios of Wenxin Yiyan are: literary creation, business copywriting creation, mathematical calculation, Chinese understanding, and multi-modal generation. The data used for Wenxin large model training is mainly Chinese, so it can better understand various scenarios and problems in the Chinese context, and even understand different Chinese dialects. This exemplifies Wenxin Yiyan’s cross-domain innovation and practical application, establishing a robust foundation for its pivotal role.

Baidu AI Chatbot: Future opportunities and challenges

The era of large models will generate three major opportunities:

  • New Generation Cloud Computing Companies: In the future, the quality of frameworks and models, along with the collaborative capabilities between models, frameworks, chips, and applications across these four layers, will become increasingly crucial. Currently, Microsoft has integrated ChatGPT into Azure cloud services, contributing to Azure’s market share growth. In the Chinese market, Baidu Cloud’s current market share is lower than that of Alibaba Cloud, Huawei Cloud, and Tencent Cloud. However, with the advent of Wenxin Yiyan, there is a possibility of reversing this situation. This could help Baidu Cloud gain more market share, and Baidu Cloud’s business growth rate is now also higher than the other three cloud providers.
  • Application Service Providers: These providers, based on applications such as text generation, image generation, video generation, metahuman, etc., combine advanced artificial intelligence technologies to create entirely new application scenarios for users and businesses, enriching the service ecosystem of the digital age. These applications not only meet users’ demands for personalization and innovation but also drive the digital transformation and development of related industries.
  • Artificial Intelligence Service Providers: Wenxin Yiyan has released over a dozen industry-specific large models in fields such as electricity, finance, and media. The release of these industry-specific large models signifies that artificial intelligence service providers are gradually delving into different industries, offering more specialized and customized solutions to their clients. By harnessing the powerful capabilities of large models, these companies are poised to drive intelligent transformations in various industries, helping businesses better tackle industry challenges and achieve innovation in their operations.

AI Chatbot : Future challenges

We found that the training data for the Wenxin large model is primarily in Chinese. Although it supports interactions in English, the performance is poor, and it does not support interactions in many other languages. It’s also worth noting that Wenxin Yiyan exhibits a certain level of selectivity when responding to questions, especially when it involves sensitive topics like Chinese politics. In such cases, it might express responses like “I cannot answer this question” or “Let’s talk about something else.”


Overall, Wenxin’s large model has not yet reached a stage of perfection, and there are many aspects that need improvement. There is still a lot of room for progress in many scenarios. However, as it continues to learn and evolve, it plays a more important role in advancing the field of natural language processing and fostering innovation across various industries.

If you have any inquiries or requests related to Baidu or the Chinese digital marketing, feel free to reach out to us. STAiiRS is here to address your questions!