Baidu, the company behind China’s top search engine, just had its biggest drop in quarterly sales since 2022.
In the second quarter of 2025, revenue fell 4% compared to last year, hitting 32.71 billion yuan ($4.56 billion), which was a little below what analysts were expecting.
The company’s advertising business has been weak, and a slowing economy plus changing consumer habits haven’t helped.
At the same time, rivals are pushing hard into AI, which makes this a really important moment for Baidu as it figures out its next steps in China’s digital market.
Baidu sales decline highlights core challenges
Most of Baidu’s revenue drop came from its online marketing segment, which fell 15%.
That part of the business usually makes up about 60% of total revenue, so the hit was significant.
The decline reflects Chinese companies pulling back on ad spending, driven by a slowing economy, weak hiring, and a sluggish property market.
Many businesses are cutting costs wherever they can, and ad budgets are an easy target, which has directly hit Baidu’s search advertising income.
On the bright side, Baidu’s AI cloud business kept growing, with revenue up 34%, helping to offset some of the losses from advertising.
The cloud division is quickly becoming a key part of Baidu’s business as the company shifts its focus toward AI and cloud computing, moves aimed at building long-term growth beyond its traditional advertising revenue.
CEO Robin Li highlighted Baidu’s shift in strategy, saying the company is leaning on ongoing AI improvements and product innovation to ease the pressure on its traditional revenue streams.
Baidu rolled out new AI-powered tools, including updates to its Ernie chatbot, a smarter mobile search interface with natural language and multi-dialect voice support, and AI-driven video generation for businesses.
Even with these updates, Baidu is still up against tough competition from newer players like DeepSeek, as well as dominant short-video platforms that are quickly adding AI features to grab both users and ad dollars.
With ad revenue declining for four quarters in a row, Baidu’s core business shows just how vulnerable it can be in a fast-changing digital landscape.
Navigating a fierce AI contest amid economic headwinds
Baidu’s latest results show just how much disruption is hitting China’s tech sector, with economic uncertainty and a rapidly changing AI landscape shaking things up.
The company is betting big on AI, rolling out its Ernie 5.0 foundation model and exploring reasoning models that can handle more complex tasks.
At the same time, Baidu is making moves in autonomous vehicles, teaming up with Lyft and Uber to push driverless cars and robotaxi services across Europe and Asia.
Even with these long-term bets, the immediate challenge for Baidu is keeping its ad revenue steady and convincing investors that its AI push will translate into lasting growth.
Analysts warn that turning AI-generated search traffic into real revenue isn’t easy and could take time.
Market reactions have been jittery, with Baidu’s stock swinging after earnings that beat profit forecasts but confirmed ongoing sales weakness.
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