Baidu

Corporate brand

A Chinese technology company centered on internet search, artificial intelligence, cloud services, and autonomous driving.

Last updated November 3, 2026

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Overview

Baidu is a Chinese multinational technology company whose businesses are built around internet search, artificial intelligence, digital content, cloud computing, and intelligent transportation. It is best known for Baidu Search, a dominant search engine in mainland China, but its consumer ecosystem also includes Baidu App, Baidu Baike, Baidu Tieba, Baidu Maps, and Baidu Netdisk. The company has progressively broadened its scope from web indexing and search advertising into a full-stack artificial-intelligence platform covering software, cloud infrastructure, chips, foundation models, and applications. Baidu was incorporated in January 2000 by Robin Li and Eric Xu. Its technical origins lie in RankDex, a search-ranking technology developed by Li in the mid-1990s. Li's work on link-based website scoring helped shape the company's approach to relevance and ranking. Baidu introduced paid search advertising in 2001, using a pay-per-click model that became central to its commercial development. News and image search followed in 2003, while the company continued to develop Chinese-language services suited to the country's rapidly expanding internet population. The company completed an initial public offering in the United States in August 2005 through a Cayman Islands variable-interest-entity structure. It later became the first Chinese company included in the NASDAQ-100 index, in 2007. Baidu expanded into mobile applications, mapping, cloud storage, online literature, travel, video, and overseas services, although some non-core international utility-app assets were separated into the independent company DO Global in 2018. Its portfolio has also included or been connected with businesses such as iQIYI and Qunar, alongside strategic investments and acquisitions. Artificial intelligence became a defining strategic priority during the 2010s. Baidu established research operations in China and Silicon Valley, developed deep-learning and speech technologies, and entered autonomous driving through the Apollo platform in 2017. Apollo was designed as an open technology ecosystem spanning vehicle hardware, software, simulation, mapping, cloud services, and developer tools. Baidu subsequently developed Apollo Go, an autonomous ride-hailing service, and pursued partnerships with vehicle manufacturers and suppliers. The company has also marketed Xiaodu smart devices and invested in AI chips through its Kunlun technology business. Baidu has increasingly positioned its generative-AI models as the next phase of its platform strategy. The company publicly introduced Ernie Bot in 2023 and released subsequent model generations, integrating them into search, productivity, cloud, and enterprise applications. Its business remains strongly associated with advertising, but the company is seeking a broader mix of revenue from cloud computing, AI services, intelligent driving, smart devices, and enterprise software. Baidu maintains a primary listing in the United States and a secondary listing in Hong Kong. Its principal base is in Beijing's Haidian District, and the Chinese government has identified it as a national AI champion.

History

Baidu's history begins with the search-engine research of Robin Li. While working in the United States, Li developed RankDex, a link-analysis system for evaluating the importance of websites. The technology became an important intellectual foundation for his later work. Li and Eric Xu incorporated Baidu in Beijing in January 2000, at a time when China's internet population and demand for Chinese-language search were expanding quickly. Baidu adopted a commercial paid-search model in 2001, allowing advertisers to bid for placement and pay when users clicked on an advertisement. This approach established search advertising as the company's principal early revenue engine. In 2003, Baidu added news and image search, using technology intended to identify and group related articles. The company subsequently expanded into community and information services, including Baidu Baike, Baidu Tieba, mapping, cloud storage, mobile applications, and other consumer products. Baidu went public in the United States on 5 August 2005 through a Cayman Islands variable-interest entity. The listing increased the company's international visibility, and Baidu became the first Chinese company included in the NASDAQ-100 index in 2007. It also received authorization during this period to operate as a news website in China. Baidu Japan, launched in 2008, represented an early attempt to establish a regular service outside China; the Japanese search service was later closed in 2015. During the early 2010s, Baidu pursued partnerships and acquisitions to strengthen mobile distribution, advertising, cloud services, literature, travel, and international reach. It acquired 91 Wireless in 2013 and bought the Brazilian e-commerce service Peixe Urbano in 2014. Baidu also established research activity in Silicon Valley and Beijing and appointed Andrew Ng as chief scientist in 2014. At the same time, the company faced competition from Qihoo 360, Sogou, Google, Bing, and other search and internet businesses, as well as criticism concerning advertising practices and the presentation of commercial results. Artificial intelligence became increasingly central after 2015. In 2017 Baidu announced Apollo, an open autonomous-driving platform intended to bring together automakers, suppliers, developers, and researchers. The company expanded partnerships with automotive suppliers and worked on autonomous buses, robotaxis, vehicle platforms, mapping, and AI chips. Baidu also developed Xiaodu smart hardware and a wider AI-cloud stack. In 2018, the company separated its Global DU utility-app business, which subsequently operated as DO Global. Baidu completed a secondary listing in Hong Kong in March 2021. It continued to invest in intelligent electric vehicles through its relationship with Geely and the Jidu venture, and Apollo Go developed driverless ride-hailing operations in Chinese cities. Generative AI then became a new strategic focus. Baidu unveiled Ernie Bot in 2023, followed by newer Ernie model generations and integrations into search, cloud, productivity, and enterprise products. The resulting strategy presents Baidu not only as a search company, but as an integrated Chinese AI platform with consumer, enterprise, infrastructure, and intelligent-transportation businesses.

2023
Ernie Bot introduced
[1]Baidu - Wikipediaen.wikipedia.org
Baidu publicly unveiled its Ernie generative-AI chatbot.
2021
Hong Kong secondary listing
[1]Baidu - Wikipediaen.wikipedia.org
Baidu obtained a secondary listing on the Hong Kong Stock Exchange.
2017
Apollo autonomous-driving platform launched
[1]Baidu - Wikipediaen.wikipedia.org
Baidu launched Apollo as an open platform for autonomous-driving development.
2013
Acquisition of 91 Wireless
[1]Baidu - Wikipediaen.wikipedia.org
Baidu announced the acquisition of NetDragon's 91 Wireless mobile-distribution business.
2007
Added to NASDAQ-100
[1]Baidu - Wikipediaen.wikipedia.org
Baidu became the first Chinese company included in the NASDAQ-100 index.
2005
United States public offering
[1]Baidu - Wikipediaen.wikipedia.org
Baidu completed its Wall Street IPO through a Cayman Islands VIE structure.
2001
Paid-search advertising introduced
[1]Baidu - Wikipediaen.wikipedia.org
Baidu introduced an advertiser-bidding and pay-per-click model.
2000
Baidu incorporated
[1]Baidu - Wikipediaen.wikipedia.org
Robin Li and Eric Xu incorporated Baidu in Beijing.
1996
RankDex search-ranking technology developed
[1]Baidu - Wikipediaen.wikipedia.org
Robin Li developed RankDex, an early link-analysis technology for ranking web pages.

Products and positioning

A leading Chinese search and artificial-intelligence platform combining consumer internet services with enterprise AI, cloud infrastructure, smart devices, and autonomous driving.

Search engine · 2000
Baidu Search
Baidu's core Chinese-language search engine indexes web pages and provides search advertising, news, image, video, and other discovery functions. It remains the central gateway to many of Baidu's consumer services and the principal historical source of the company's advertising business.
Mobile application
Baidu App
The Baidu App combines search with personalized content feeds and access to other services. It extends the company's search relationship with users from desktop browsers to mobile devices.
Online encyclopedia
Baidu Baike
Baidu Baike is a user-created online encyclopedia that provides reference-style entries and is integrated into Baidu's broader information ecosystem.
Online community
Baidu Tieba
Baidu Tieba is a topic-based forum service in which users create and participate in communities organized around keywords, interests, public figures, and cultural subjects.
Digital mapping
Baidu Maps
Baidu Maps provides digital maps, location search, navigation, and related location-based information for users in China.
Cloud and artificial intelligence
Baidu AI Cloud
Baidu AI Cloud provides cloud infrastructure, machine-learning tools, model services, and enterprise applications. It is part of Baidu's effort to commercialize its AI capabilities beyond consumer search.
Foundation models · 2023
ERNIE
ERNIE is Baidu's family of large language and generative-AI models. The model family supports chatbot, search, content, productivity, cloud, and enterprise use cases.
Autonomous driving · 2017
Apollo
Apollo is Baidu's autonomous-driving technology platform. It combines vehicle software, hardware interfaces, mapping, simulation, cloud services, and development tools and has supported partnerships with automobile manufacturers and technology suppliers.
Autonomous ride-hailing
Apollo Go
Apollo Go is Baidu's autonomous ride-hailing service. It operates driverless or highly automated vehicles in selected Chinese cities and serves as a commercial testing ground for the Apollo platform.
Smart consumer electronics
Xiaodu
Xiaodu is Baidu's smart-device brand, associated with voice-enabled speakers, displays, and other consumer hardware powered by the company's artificial-intelligence technologies.

Controversies

2024
Public relations vice president Qu Jing sparks workplace controversy with short-video remarks and leaves
In May 2024, Baidu public relations head Qu Jing emphasized long business trips and results orientation while downplaying employees' family and emotional needs in personal short videos, triggering public criticism of management style. Qu Jing later apologized, saying the remarks did not represent Baidu's position; the Associated Press reported her departure. The incident is a controversy over public remarks and workplace culture.
Source 1 Source 2
2022
Court orders compensation in Baidu search-ranking dispute
The Haidian District Court ruled at first instance that Shenzhen I Love Network Technology Co. must publish a statement to eliminate the impact and pay Baidu economic losses of RMB 2 million plus RMB 50,000 in reasonable expenses. The court found the conduct constituted unfair competition.
Source
2022
Court rules against I Love Network in Baidu search-manipulation case
A Beijing Haidian court ruled at first instance that I Love Network must publish a notice to eliminate the impact and pay 2 million yuan in economic losses plus 50,000 yuan in reasonable expenses in a case brought by Baidu. The court found that the site helped users generate fake clicks and interfere with Baidu search rankings.
Source
2021
China fines Citic Bank and a Baidu unit over joint-venture reporting
In a 2021 enforcement action, China's antitrust regulator fined China Citic Bank and Fujian Baidu Bo Rui Netcom 500,000 yuan each. The penalty concerned the companies' failure to report their digital-bank joint venture before its formation in 2015. The regulator's action addressed the pre-formation reporting requirement for the joint venture.
Source
2021
China fines technology companies for failing to report deals
In November 2021, China's market regulator fined Alibaba, Baidu, JD.com and other companies 500,000 yuan each for failing to declare 43 deals, stating that the companies had violated antitrust legislation. The regulator said the deals did not eliminate or restrict competition.
Source 1 Source 2
2021
Court awards Baidu damages in unfair competition case
A court ruled at first instance that Shanghai Zhengkai Information Technology had interfered with users' normal use of Baidu search by inserting links that redirected users to its website, and ordered Zhengkai to pay Baidu RMB 800,000 in economic losses and RMB 30,000 in reasonable expenses. Zhengkai appealed.
Source
2021
Court rules in Baidu's favor in unfair competition case
The court found that Zile Company’s use of the “Xiaodu” and “xiaodu xiaodu” voice commands in the Du Yaya learning machine constituted unfair competition against Baidu Online, and ordered it to eliminate the impact and compensate Baidu Online for RMB 500,000 in economic losses and RMB 50,000 in reasonable expenses. The report noted that it remains unclear whether either party will appeal.
Source
2020
Baidu Initiates Lawsuit Over Report
In April 2020, Baidu stated that it was initiating a lawsuit against the author of an article. According to Baidu, the article contained a series of seriously false claims, including a claim that the company's CFO would leave. Baidu described the article's contents as untrue and said it was taking legal action against the author in response. The statement did not specify further details about the claims or the lawsuit.
Source
2020
Court orders Dreamyou to compensate Baidu
In a ruling by the Haidian District Court, Suzhou Mengxiyou Network Technology Co., Ltd. was found to have engaged in conduct constituting unfair competition. The court ordered the company to compensate Baidu RMB 2 million for economic losses and RMB 30,000 for reasonable expenses. The decision addressed the company's conduct as unfair competition and set the corresponding compensation amounts payable to Baidu.
Source
2020
Court orders Hunan Lando to stop using Baidu trademarks
A Hunan court ordered Hunan Lando to immediately stop using Baidu trademarks, according to a report. The report states that Baidu had sued Hunan Lando in September and that the case was still being heard at the time of the report. The report does not specify the court's reasoning, the scope of the trademarks involved, or any further outcome beyond the order to stop use.
Source

Marketing campaigns

2017Apollo open autonomous-driving ecosystem
China
Baidu presented Apollo as an open ecosystem intended to attract automakers, suppliers, developers, and researchers to autonomous-driving development.
Outcome. Apollo became a major pillar of Baidu's intelligent-transportation strategy and supported later robotaxi operations.
Source

Brand decisions

2023
Introduced Ernie BotProduct launch
Background
Generative AI created a new competitive direction for Chinese internet and cloud companies.
Action taken
Baidu publicly released Ernie Bot and connected its model family with search, cloud, productivity, and enterprise products.
Aftermath
Generative AI became a central element of Baidu's current positioning and product roadmap.
Source
2017
Made autonomous driving a strategic platform businessStrategy
Background
Baidu sought to apply its mapping, AI, cloud, and computing capabilities to the emerging autonomous-vehicle sector.
Action taken
It launched Apollo as an open platform and pursued partnerships with automotive manufacturers and component suppliers.
Aftermath
Autonomous driving became one of Baidu's most visible businesses, later extending into robotaxis through Apollo Go.
Source
2001
Adopted pay-per-click search advertisingStrategy
Background
Baidu needed a scalable commercial model for its search service as Chinese internet usage expanded.
Action taken
The company allowed advertisers to bid for search placement and charged them when users clicked on advertisements.
Aftermath
Search advertising became the foundation of Baidu's early business and remained a central part of its consumer-internet model.
Source

Recent events

2023
Baidu publicly launches Ernie Bot[1]Baidu - Wikipediaen.wikipedia.org
Product launch
Baidu introduced Ernie Bot, a generative-AI chatbot based on its Ernie model family, and began integrating generative AI into its search and software ecosystem.
2023
Baidu releases Ernie 4.0[1]Baidu - Wikipediaen.wikipedia.org
Product launch · Product generation
The company announced a newer generation of its Ernie generative-AI model and chatbot.
2021
Baidu completes Hong Kong secondary listing[1]Baidu - Wikipediaen.wikipedia.org
Other
Baidu completed a secondary listing on the Hong Kong Stock Exchange, providing an additional trading venue for its shares.
2021
Baidu unveils a Level 5 autonomous-driving robocar concept[1]Baidu - Wikipediaen.wikipedia.org
Product launch · Product generation
Baidu presented a concept vehicle combining autonomous-driving technology with an AI processor and passenger-oriented features.
2018
Baidu faces criticism over paid search results[1]Baidu - Wikipediaen.wikipedia.org
Regulation · Other
The prominence of paid results in Baidu Search generated criticism from users and Chinese media regarding transparency and the reliability of search information.
2017
Baidu launches Apollo autonomous-driving platform[1]Baidu - Wikipediaen.wikipedia.org
Product launch · Other
Baidu introduced Apollo as an open platform intended to accelerate autonomous-vehicle development through shared software, hardware, mapping, cloud, and data capabilities.
2017
Baidu announces autonomous-driving investment fund[1]Baidu - Wikipediaen.wikipedia.org
Other
The company announced a fund intended to support a large portfolio of autonomous-driving projects and released an early open-source Apollo software version.
2013
Baidu announces acquisition of 91 Wireless[1]Baidu - Wikipediaen.wikipedia.org
M&A
Baidu agreed to acquire 91 Wireless, an app-store and mobile-distribution business owned by NetDragon, in a major Chinese technology transaction.
2010
Baidu domain is redirected during a DNS hijacking incident[1]Baidu - Wikipediaen.wikipedia.org
Lawsuit · Other
A change to Baidu's United States DNS records redirected visitors to a page attributed to the Iranian Cyber Army. Baidu later pursued legal action against its registrar over alleged failures in account-security procedures; the dispute was settled.

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