The Age of AI Search in China: A New Frontier for Brand Discovery

Lizzie Lou

Director of Marketing, China

Published on February 19, 2026

Generative AI search has moved rapidly from concept to mass adoption. In the United States, a real-time survey by the Federal Reserve Bank of St. Louis found that by August 2025, 54.6% of adults had used generative AI, rising 10% year-on-year and outpacing early adoption of personal computers and the internet. Consumer research by Bloomreach also shows that 61% of respondents use general-purpose AI tools while shopping.

These figures indicate a clear shift in behaviour. Users are moving away from browsing lists of links and instead asking AI directly for answers.

This change is especially significant in China, where the digital ecosystem operates differently from Western markets. Many Western AI tools and services do not operate in mainland China, meaning brands must adapt to a distinct AI environment driven by domestic platforms.

Chinese technology companies are rapidly scaling their own AI assistants. Baidu announced in early 2026 that monthly active users of ERNIE Bot exceeded 200 million. ByteDance’s Doubao reached around 157 million monthly users by August 2025. Alibaba’s Qwen surpassed 100 million users within two months of launch, while DeepSeek grew from 33.7 million monthly users to roughly 143 million in the same period.

As each platform builds its own ecosystem, AI search is becoming a new battleground for brand visibility inside China.

Overview:

How China’s AI Search Ecosystem Works Differently

Generative AI adoption is accelerating worldwide, but China’s market follows its own trajectory. Domestic AI assistants are integrated directly with e-commerce, delivery, payments, mapping, and lifestyle platforms.

Instead of simply returning search results, AI assistants increasingly connect discovery directly with transactions. Users can ask for product or restaurant recommendations and move immediately into ordering or booking without navigating traditional search pages.

Different platforms emphasise different strengths. Some focus on reasoning and developer communities, while others integrate deeply with e-commerce, video, or payment systems. For brands, this means discovery strategies must adapt to multiple ecosystems rather than relying on one search channel.

Regulation also shapes the landscape. Chinese rules governing generative AI services require platforms to avoid misinformation and clearly identify advertising. Compliance and transparency therefore become baseline requirements for sustainable AI visibility.

Why AI Search Is Changing Brand Discovery in China

Exposure thresholds are rising

Generative AI increasingly summarises answers for users, reducing the need to click through traditional search results. Tests of AI-powered search experiences show noticeable declines in click-through rates when AI summaries appear.

If a brand is not cited or recommended by AI assistants, it may disappear from the earliest stage of the purchase journey.

Trust and authority matter more

Large language models tend to reference information that appears structured, credible, and consistent across sources. Inflated marketing language or conflicting brand descriptions may be filtered out or ignored.

Brands therefore need to ensure information across websites, ecommerce platforms, and media sources remains accurate and aligned.

Visibility becomes a long-term asset

Unlike traditional SEO, AI-driven discovery depends on training data and real-time crawling. Answers evolve as new information becomes available.

Brand visibility now relies on continuous optimisation and knowledge-base development. Companies must ensure their information is structured, credible, and consistent across platforms so AI systems can recognise and reference them reliably.

What Brands Must Do to Stay Visible in AI Search

The following actions combine industry practices, platform behaviour, and regulatory considerations. They should be treated as practical starting points rather than fixed rules.

Make content accessible to AI systems

Brand websites should allow AI crawlers to access content and use structured data markup so product names, features, and reviews can be easily interpreted. Important information should remain readable in HTML rather than hidden behind heavy scripts.

Content should also reflect real user questions. FAQs and guides that begin with clear answers followed by concise supporting points make it easier for AI systems to extract useful information.

Citing authoritative data and expert opinions strengthens credibility signals, while natural language performs better than overtly promotional copy.

Build and maintain brand knowledge presence

Brands should ensure accurate entries exist on trusted knowledge platforms and maintain consistent company descriptions across websites, ecommerce listings, and social channels.

Company milestones, certifications, and product information should be organised in structured formats so AI systems can reference reliable facts.

Leverage trusted third-party platforms

AI assistants frequently draw from reviews, forums, and community discussions. Encouraging authentic customer reviews and engaging with user communities helps build positive signals.

Publishing credible stories through industry media and associations also improves trust compared with low-quality advertorial content.

Brands should also maintain complete product data on ecommerce and social platforms and participate in platform testing programmes where possible.

Maintain compliance and transparency

Advertising must remain truthful and clearly identifiable, while data and creative materials must comply with copyright and licensing rules.

Brands should also prepare communication channels with platforms so misinformation or sudden visibility changes can be addressed quickly.

As AI assistants increasingly act as both search engines and transaction gateways, brand visibility now depends not only on website rankings but also on whether AI systems recognise and trust a brand’s information across platforms.

Preparing Brands for China’s AI Search Era

AI-enabled search in China is reshaping how consumers discover products and services. Instead of following a linear path of search, click, and comparison, users increasingly ask an AI assistant, receive recommendations, and act directly.

This shift creates both opportunity and uncertainty. Rather than following a rigid roadmap, brands should begin testing, learning, and refining their approach. Over time, success will depend less on keyword rankings and more on credibility, structured information, and cross-platform consistency.

Brands that invest early in reliable content and strong knowledge assets will be better positioned as AI search continues to mature across China’s digital ecosystem.

At WPIC, AI is already moving beyond trend prediction toward execution across the full commerce lifecycle. From AI-driven insights and automated targeting to AI-supported fulfilment optimisation and AI-generated KOL commerce strategies, these systems help accelerate creative development, improve SKU decision-making, and increase activation efficiency.

As AI search continues to evolve in China, integrating AI not only into marketing but also into operational workflows will become increasingly important for brands seeking sustainable growth.

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