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Baidu Shakes Up Mobile Division, Betting Big on AI-Powered Digital Humans

Baidu's Strategic Reorganization Focuses on AI Commercialization

In a significant move to sharpen its competitive edge, Baidu's Mobile Ecosystem Group (MEG) unveiled a major restructuring on June 6, 2026. The overhaul comes as the company doubles down on artificial intelligence, particularly in the rapidly evolving digital human sector.

The most notable changes? A new Large Business Department combining commerce and e-commerce operations, and the promotion of its Digital Human Innovation unit to full department status. This isn't just bureaucratic reshuffling - it's a clear signal of where Baidu sees its future growth.

Digital Humans Take Center Stage

The timing couldn't be more strategic. Just weeks before this announcement, Baidu rebranded its digital human platform from "Huibo Star" to "Baidu Yijing" at its Create2026 developer conference. The upgraded platform made waves as the world's first all-scenario digital human solution, capable of handling live streaming, video production, and real-time interactions all in one package.

"We're seeing digital humans evolve from simple content tools to fully interactive agents," noted industry analyst Zhang Wei. "Baidu's organizational changes reflect how seriously they're taking this transition from technological novelty to commercial workhorse."

The numbers back up the excitement. By late 2025, Yijing boasted over 100,000 digital anchors serving 30+ industries. One standout case: tech influencer Luo Yonghao's digital avatar drew 13 million viewers and generated 55 million yuan in sales during its debut live stream.

Why This Restructuring Matters

Behind the corporate jargon lies a bold vision. By merging its commercial operations and elevating digital humans, Baidu aims to:

  • Accelerate AI monetization by creating tighter integration between its commerce ecosystem and cutting-edge AI tools
  • Streamline decision-making for faster response to market opportunities
  • Position itself as a leader in what analysts predict will be a $50 billion digital human market by 2028

"This isn't just about doing what we've always done, but better," a Baidu insider shared. "We're fundamentally rethinking how AI can reshape commerce from the ground up."

Key Points

  • Baidu merged its Business Department and E-commerce Unit into a new Large Business Department
  • Digital Human Innovation upgraded to full department status
  • Yijing platform now supports 100,000+ digital anchors across 30 industries
  • The restructure aims to speed up commercialization of generative AI technologies
  • Industry sees this as a move from technical exploration to large-scale monetization