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Xiaohongshu Bets Big on AI: From Backstage to Frontline in Social AI Race

Xiaohongshu, the popular Chinese social platform, is going all-in on artificial intelligence. According to a report from Sina Technology, the company is now prioritizing AI social products and community interaction tools, moving AI from the backend to the forefront of its strategy. This shift is not just about internal efficiency—it's about creating new, AI-driven experiences for users.

At the heart of this push is a significant investment in talent. Xiaohongshu is reportedly offering hefty salaries to attract AI experts, especially those with a knack for AI-native product thinking. For instance, the job posting for an "AI Social Product Manager" lists a monthly salary between 30,000 and 60,000 yuan, with 16 months of pay per year. That's a potential annual income of up to 960,000 yuan—a clear sign of how serious the company is about competing in the AI social space.

But what exactly will these AI product managers do? The role involves leading the design and development of AI companion products, exploring how AI can enhance emotional connections, interest matching, and personalized interactions. The goal is to build a warm, engaging AI companion experience that feels natural and supportive.

Alongside this, Xiaohongshu is also hiring for a "Comment Interaction AI Product Manager." This position focuses on weaving AI into the community's fabric through features like AI-generated comments, AI character interactions, and smart replies. By embedding AI directly into the social experience, Xiaohongshu hopes to make interactions more lively and responsive.

These two roles highlight a dual-pronged strategy: one part focuses on AI companionship, the other on AI-driven community engagement. It's a clear signal that Xiaohongshu isn't just dabbling in AI—it's building a comprehensive AI ecosystem.

This move didn't come out of nowhere. Back in May, Xiaohongshu announced an organizational overhaul that included the creation of a new AI-focused department called "Dots" and an Enterprise Intelligence Department. This restructuring elevated AI from a supporting tool to a strategic business pillar, giving it more resources and priority.

So, what does this mean for the future of social media? Xiaohongshu is betting that AI can make social platforms more intuitive, more responsive, and more personal. By investing heavily in AI talent and product development, the company is positioning itself to lead in the next wave of social innovation.

Will it pay off? Only time will tell. But one thing is certain: Xiaohongshu is no longer keeping AI in the shadows. It's bringing it to the forefront, and the race for AI-powered social networking is heating up.

Key Points

  • Xiaohongshu is shifting AI from backend support to front-end product development.
  • The company is offering salaries up to 960,000 yuan annually for AI product managers.
  • Two key roles focus on AI companions and AI-driven community interaction.
  • An organizational upgrade in May created a dedicated AI department, signaling strategic commitment.
  • This move positions Xiaohongshu to compete in the emerging AI social media landscape.