Bilibili's AI Push Targets Maturing User Base

As Bilibili's famously loyal users grow older - now averaging 26 years old - the Chinese video platform is rolling out sophisticated AI tools to help brands connect with this valuable demographic. The moves signal Bilibili's transition from a niche anime community to a mainstream commercial platform.

Smart Marketing for Savvy Users

At its recent marketing conference, Bilibili unveiled "Bilibili Reach," an AI-driven strategy center that handles everything from campaign planning to performance analysis. The tool reflects how seriously the platform takes its evolving user base - young adults who spend nearly two hours daily watching videos but demand authentic brand interactions.

"We're seeing automotive and home furnishing content explode," noted one executive, hinting at users' growing purchasing power. The platform's solution? AI that can predict trending products, optimize ad placements in real-time, and even generate customized reports.

From Open Roads to Walled Gardens

Bilibili's commerce strategy is undergoing its most significant shift yet. While maintaining partnerships with major e-commerce platforms, the company now prioritizes building its own "closed-loop" ecosystem through mini-programs. This strategic pivot aims to keep transactions - and valuable user data - within Bilibili's walls.

The reasoning is simple: every time users click external links, some never return. By hosting complete shopping experiences natively, Bilibili hopes to boost conversion rates while deepening relationships between brands and its community.

Content Remains King (With AI as Advisor)

Behind the scenes, AI already powers much of Bilibili's content creation. Automated tools assist creators with everything from scriptwriting to editing, resulting in AI-assisted videos that saw watch time jump 50% last quarter. Yet human creativity still drives hits like viral variety shows and professional creator collaborations.

The balancing act continues as Bilibili monetizes more spaces - including premium ad slots on video playback pages and search results - without alienating users sensitive to commercialization.

Key Points:

• 🚀 AI Takes the Wheel: "Bilibili Reach" provides end-to-end campaign management while creative tools help produce higher-performing content
• 🔄 Commerce Comes Home: Mini-programs let brands operate stores directly on Bilibili, reducing reliance on external platforms
• 💰 Prime-Time Audience: With users entering peak spending years across categories like cars and furniture, advertisers are taking notice