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Baidu MEG Restructures, Elevates Digital Human Business, Creates Large Commercial Department
On the evening of June 6, 2026, Baidu's Mobile Ecosystem Group (MEG) unveiled a fresh round of organizational restructuring. The move centers on consolidating high-value resources and boosting operational efficiency in the AI era: Baidu merged its original Business Department with the E-commerce Business Unit to formally create a new Large Business Department. Meanwhile, its Digital Human Innovation Business Unit has been officially elevated to an independent department.
As a key component of Baidu's AI application layer, the digital human brand "Huibo Star" was fully rebranded as "Baidu Yijing" during the Create2026 Baidu AI Developer Conference on May 13. At the event, Baidu launched the world's first all-scenario multi-agent digital human platform, which integrates digital human live streaming, digital human videos, and real-time interactive digital humans, alongside an overseas version.
According to official data, by the end of 2025, Baidu Yijing had over 100,000 digital human anchors, serving more than 30 industries. In practical commercial use, the platform powered Lu Yonghao's debut digital human live stream, attracting over 13 million viewers and achieving a GMV exceeding 55 million yuan.
Industry analysts suggest that as large language models and multi-agent technologies mature, digital humans have evolved from one-way content delivery to full-scenario real-time interaction. By upgrading the digital human business to an independent department and integrating it with the commercial and e-commerce ecosystem, Baidu aims to accelerate the end-to-end application of generative AI in reshaping business decisions and e-commerce monetization. This move underscores Baidu's strategic commitment to turning AI technology into standardized commercial productivity, and signals that the digital human industry is shifting from technical exploration into large-scale computing power monetization and ecosystem competition.
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On the evening of June 6, 2026, Baidu's Mobile Ecosystem Group (MEG) unveiled a fresh round of organizational restructuring. The move centers on consolidating high-value resources and boosting operational efficiency in the AI era: Baidu merged its original Business Department with the E-commerce Business Unit to formally create a new Large Business Department. Meanwhile, its Digital Human Innovation Business Unit has been officially elevated to an independent department.
As a key component of Baidu's AI application layer, the digital human brand "Huibo Star" was fully rebranded as "Baidu Yijing" during the Create2026 Baidu AI Developer Conference on May 13. At the event, Baidu launched the world's first all-scenario multi-agent digital human platform, which integrates digital human live streaming, digital human videos, and real-time interactive digital humans, alongside an overseas version.
According to official data, by the end of 2025, Baidu Yijing had over 100,000 digital human anchors, serving more than 30 industries. In practical commercial use, the platform powered Lu Yonghao's debut digital human live stream, attracting over 13 million viewers and achieving a GMV exceeding 55 million yuan.
Industry analysts suggest that as large language models and multi-agent technologies mature, digital humans have evolved from one-way content delivery to full-scenario real-time interaction. By upgrading the digital human business to an independent department and integrating it with the commercial and e-commerce ecosystem, Baidu aims to accelerate the end-to-end application of generative AI in reshaping business decisions and e-commerce monetization. This move underscores Baidu's strategic commitment to turning AI technology into standardized commercial productivity, and signals that the digital human industry is shifting from technical exploration into large-scale computing power monetization and ecosystem competition.
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