Robin Li: Baidu Uses ERNIE Model to Optimize Ad System, Increasing Revenue by Hundreds of Millions
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On November 22, Baidu released its Q3 2023 financial report.
The report shows Baidu's Q3 revenue reached 34.447 billion yuan, a 6% year-on-year increase; non-GAAP net profit reached 7.3 billion yuan, a 23% year-on-year increase, with both revenue and profit exceeding market expectations.
During the earnings call, Baidu's Robin Li stated that Baidu is using the ERNIE model to reconstruct its advertising system, including services like generative creativity and generative targeting.
Li mentioned that advertisers adopting these new AI features achieved an average high single-digit percentage increase in conversion rates during Q3.
He cited the example of IT education company Tarena Education, noting that after using the new features, their conversion rate increased by 23.3% and ROI (Return on Investment) improved by 22.7%.
Robin Li also stated that the restructured advertising system is expected to bring hundreds of millions of yuan in incremental revenue in the fourth quarter.