TikTok arrasou nas buscas, DeepSeek deixou para trás em IA: Baidu não é mais “o Google chinês”
For decades, Baidu was synonymous with the internet in China. The search engine dominated the web and aimed to become the local replica of Google. But 2025 has exposed its limits: it is no longer the gateway for young people or the reference in artificial intelligence. The company faces a perfect storm where neither its technological legacy nor its label as the “Chinese Google” are enough to sustain its leadership.
**Baidu loses the search battle**
The search engine that ruled the internet in China has seen how the new generations prefer to search. Platforms like Douyin (local version of TikTok) or Xiaohongshu offer more dynamic and visual ecosystems, displacing traditional searches on Baidu. Analysts point out that the classic web results model is perceived as static compared to the appeal of social content.
**Financial results that worry**
The latest quarterly report revealed the worst revenue drop in three years. This, combined with a P/E ratio of 9.7, the lowest of all profitable Chinese tech companies in the Hang Seng Tech index, translates to a sign of distrust in its future.
**The AI race and Ernie’s stumble**
Baidu reacted quickly to the emergence of ChatGPT with its Ernie model, launched in 2023. However, its initial limitations and the meteoric rise of DeepSeek, Qwen (Alibaba), and Doubao (ByteDance) have relegated it to a secondary position. Not even the release of Ernie 4.5 as open-source software managed to capture enthusiasm. The big question is Ernie 5.0, scheduled for the end of August, which could mark a turning point or confirm the decline.
**Strategies to regain ground**
Analysts point out that Baidu is trying to diversify its strategy with investments in robotaxis and [missing content]. Still, the perception is that it is several steps behind its competitors. The 3% drop so far this year contrasts with the 24% growth of its competitors in AI, reflecting a major challenge to regain relevance.
**The future of the “Chinese Google”**
The label that defined it for years is no longer enough. Baidu faces the challenge of reinventing itself in a scenario where search has changed hands, and AI is advancing at a frenetic pace. If Ernie 5.0 does not offer a qualitative leap, the company could remain trapped in the past while its rivals build the digital future of China.
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