Baidu: From Search Engine to AI-Driven Tech Leader!!


Baidu

[Posting: 2025.08.16]

China’s Baidu started as a search engine but has now become a leading tech company with artificial intelligence (AI) and autonomous driving as its core growth pillars. Leveraging the vast data accumulated from search and advertising, Baidu has advanced generative AI (ERNIE), the deep learning framework (PaddlePaddle), and the cloud platform (Qianfan). In autonomous driving, it operates the world’s largest pilot services through its Apollo Go robotaxi and the RT6 vehicle. Its semiconductor capabilities are also noteworthy. Baidu has developed its own AI accelerators — Kunlun I (Samsung 14nm) and Kunlun II (reportedly TSMC 7nm) — while simultaneously deploying NVIDIA H100 and Huawei Ascend 910B/910C chips to strengthen its data centers and research infrastructure. This reflects a strategy of diversified sourcing in response to U.S. export restrictions and supply chain risks. Looking ahead, Baidu’s prospects depend on whether it can reduce reliance on advertising and secure stable revenue streams from AI, autonomous driving, and cloud services. Given the Chinese government’s strong push for AI development and smart mobility, Baidu is likely to maintain its position as a leading AI company in China while continuing to play a meaningful role in global tech competition.

Baidu Company Analysis — History · 5-Year Performance · Products · AI · Semiconductors · Salaries (as of 2025)

Baidu Overview

  • Founded: 2000 (Robin Li & Eric Xu)

  • IPO: 2005 on NASDAQ, 2021 secondary listing in Hong Kong

  • Headquarters: Beijing

  • Core Businesses: Search/Advertising (Baidu Core) + Online Video (iQIYI) + AI Cloud + Autonomous Driving (Apollo)

  • Slogan: “From Search to AI” — AI-centered tech company

Baidu History (Key Timeline)

  • 2000: Founded, launched China’s leading search engine

  • 2005: Listed on NASDAQ

  • 2017: Launched Apollo, an open autonomous driving platform

  • 2019: Released Kunlun I AI accelerator chip (Samsung Foundry 14nm)

  • 2021: Secondary listing on HKEX, announced Kunlun II (7nm, reportedly TSMC)

  • 2023: Launched generative AI ERNIE Bot

  • 2024: Released ERNIE 4.0 Turbo, launched Apollo RT6 (6th-generation robotaxi)

Baidu 5-Year Financial Performance (2020–2024, USD)

YearRevenue (USD million)Operating Income (USD million)
202014,9902,008
202117,4291,473
202217,3152,228
202318,8443,060
202418,6382,978

πŸ“Œ 2024 Highlights

  • Total revenue: $18.6 billion (-1% YoY)

  • Operating income: $2.98 billion

  • Baidu Core: $14.8 billion (Online Ads $10.2B, AI Cloud $3.0B, Others $1.4B)

  • iQIYI: $4.1 billion

Baidu Product Portfolio

  • Search & Mobile Ecosystem: Baidu App, Maps, Drive, Wenku (documents)

  • AI/Cloud: Baidu AI Cloud, Qianfan (large model hub), PaddlePaddle (deep learning framework)

  • Generative AI/LLM: ERNIE Bot, ERNIE 4.0 Turbo

  • Smart Devices: Xiaodu smart speakers/displays

  • Autonomous Driving: Apollo platform, Apollo Go robotaxi service, 6th-gen RT6 vehicle

Application Areas

  • Advertising & Marketing Automation (search & feed-based P4P)

  • AI Cloud Solutions — finance, transportation, healthcare, retail, public services

  • Autonomous Mobility — Apollo Go robotaxi, Autonomous Driving Foundation Model (ADFM)

  • Smart Home & IoT — Xiaodu devices

Key AI & Models (Baidu AI Ecosystem)

  • ERNIE (文心一言): Generative AI large language model

  • Qianfan: Enterprise large model API hub

  • PaddlePaddle: China’s first open-source deep learning framework

  • Apollo ADFM: Autonomous driving foundation model

  • Apollo Go: World’s largest robotaxi service

Semiconductors & Foundry Partners

Chip/ModelUseFoundry/Process
Kunlun IAI acceleratorSamsung Foundry 14nm, I-Cube
Kunlun IINext-gen AI acceleratorTSMC 7nm (reported)
NVIDIA A100/A800AI training & inferenceTSMC 7nm
NVIDIA H100/H800/H20Large-scale trainingTSMC 4N (5nm variant)
Huawei Ascend 910B/910CDomestic AI accelerator alternativeSMIC 7nm (N+2)

Employees & Salary

  • Total employees: ~35,900 (as of 2024)

  • Salary ranges (Beijing, China):

    • Software Engineer: $34,500 – $146,000+ / year (depending on level)

    • Senior SWE: Median around $130,000 – $170,000

    • Product Manager: Median around $40,000 – $50,000

Conclusion

Baidu is expanding beyond its stable search advertising revenue base into AI Cloud, generative AI, and autonomous driving as its next growth engines.

  • 2024 results: Revenue $18.6B, operating income $2.98B

  • AI/Cloud: Leading China’s AI ecosystem with ERNIE, Qianfan, and PaddlePaddle

  • Autonomous Driving: Apollo Go robotaxi and RT6 vehicles are world-class

  • Semiconductor Strategy: In-house Kunlun chips + NVIDIA & Huawei, with a diversified foundry network (Samsung, TSMC, SMIC)

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