On June 13, 2026, Baidu quietly dropped one of its most significant platform upgrades of the year. The Merchant Agent (商家智能体) has been rebuilt into a full-chain AI marketing assistant.
This is not a minor tweak. It adds five entirely new capabilities that cover the entire marketing funnel — from creative generation to performance analysis.
5
New AI capabilities
Full
Marketing funnel coverage
¥23B
AI-native marketing revenue
+36%
YoY AI revenue growth
🔄 What Changed
| Function | What it does |
|---|---|
| Smart Creative | Auto-generates ad copy, images, and landing pages |
| Multi-Modal Content | Creates text + image + video from one brief |
| Smart Bidding | Automates bids, budget, and targeting |
| Real-Time Insights | Detects anomalies and suggests fixes |
| 24/7 Support | AI customer service + human handoff |
💡 Why This Matters
For overseas companies, this upgrade addresses three persistent pain points:
- Creative in Chinese: The AI generates Chinese ad copy from an English brief — no local copywriter needed
- Bidding complexity: Real-time automated bidding, budget reallocation, and targeting refinements
- Performance analysis: Automatic anomaly detection and attribution without a dedicated data team
🔗 The Bigger Picture
This upgrade connects to Baidu's MEG restructuring, Baidu Yijing digital humans, and the Q1 AI revenue milestone. The Merchant Agent is becoming the central interface of Baidu's unified AI marketing stack.
🎯 What You Can Do Today
- Find the Merchant Agent under "Tools" in your Baidu ad account
- Test smart creative — provide a brief in English for Chinese ads
- Enable automated bidding as a pilot campaign
- Set up CPA and conversion monitoring alerts
Integrate Merchant Agent Into Your Workflow
Talk to the BPP team. We help international brands set up and automate their Baidu campaigns with the latest AI tools.
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