No matter what kind of high-tech it is, whether it's a mule or a horse, you have to take it out for a walk.

Yesterday, the world's first humanoid robot half marathon started in Yizhuang, Beijing, attracting 20 robot teams from Beijing, Shanghai, Guangdong and other places to participate.

However, the performance of the robot at the competition site surprised many people.

Netizens were stunned after reading it: "You mean these things can replace me?" ”

Compared to the robot that shows its face on the track,Tencent is even more ruthless and takes the initiative to accept the test of the people of the whole country.

On 16/0, WeChat launched the AI assistant "Yuanbao". Users can directly add them as WeChat friends by searching for "ingots", and then interact with it in the chat interface.

The next day, Tencent announced the launch of the largest employment plan in history, AI is also a keyword, and launched the "Qingyun Plan" recruitment special, with no cap on rank salary.

There were still many people who posted pictures before: Tencent went to the countryside to brush the wall to publicize, so that the sinking market also accepted the baptism of AI.

Behind all these actions, Tencent can't be calmer anymore.

曾經淡定的騰訊，今年開始“百米衝刺”

In the face of the big outlet of AI, Tencent has not been too active for a long time.

Ma Huateng once said, "At first, we thought that the large model was an opportunity that the Internet would not encounter in ten years, but the more we thought about it, the more we felt that it was an opportunity that was not encountered in hundreds of years, similar to the industrial revolution of the invention of electricity."

But he added, "For the Industrial Revolution,'Get the light bulb out a month earlier' isn't that importantThe core is to do a solid job in the underlying algorithms, computing power and data, and more importantly, the scene is landed. ”

So in the era of large models, Tencent is always not in a hurry,Often one step behind peers.

When Ali Tongyi Qianwen was born five months ago, and Baidu Wenxin Yiyan came out for nearly half a year, 9 years and 0 months, Tencent's hybrid yuan model was belated.

At that time, other major manufacturers had already carried out various promotions of their own large models, and Tencent was very self-aware to say that it was only a "half-finished product". At the press conference, Jiang Jie, vice president of Tencent Group, said that this version of the hybrid model is only "half" open: it can only be opened to the industry through Tencent Cloud, and the ToC business has not yet been opened to the outside world.

直到2024年5月，騰訊才推出元寶這個面向C端的App，而當時文心一言App的月活已超千萬。

First, the performance of ingots can only be described as tepid.據QuestMobile數據，截至去年12月，而騰訊元寶只有211萬，排名第八，同期位元組的豆包月活量達到7523萬。

This is also Tencent's consistent style, which rarely carries out large-scale traffic promotion in the early stage of a product. Ma Huateng also said at Tencent's internal conference that he no longer believes in the story of buying volume, and Tencent should not mention buying volume with him in any business in the future, which is meaningless.

No one thought thatIn 2025, Tencent's painting style changed suddenly.

Overnight, Tencent hit Yuanbao's advertisements on major platforms, including Xiaohongshu, Hupu, Bilibili, Zhihu, Baidu, etc., and even WeChat was used as a diversion tool.

First of all, grayscale accessed the AI search function in WeChat's "search and search", and at the same time, for users who did not have access to the AI search function, WeChat prompted download on the search page. Yuanbao even entered the heavyweight WeChat "Jiugongge". In this regard, a Tencent person described it to the media"Unprecedented promotion", said: "There are almost no Tencent products that can directly enter the nine-square grid for diversion." ”

單單今年2月，騰訊就為元寶花了近3億的投流費用。On 3/0, Yuanbao finally rose to the first place in the free app download list of Apple's China app store.

And then recently, after the launch of the Yuanbao App, computer version, web page, WeChat applet 4 versions, Tencent embedded the ingots in the user's WeChat address book as a contact.

For the sake of the AI dream, we do not hesitate to use the energy of WeChat many times.

The money made from games and advertising is smashed into AI

In the past, China's Internet had the saying "Baidu's technology, Ali's operation, and Tencent's products" all year round.

Tencent's product strength is so strong that even if it enters the game late and makes a moderate shot, it can often catch up, such as WeChat, WeChat Pay, Tencent Video, Tencent Music, ...... There is also a video account that was launched in 2020 years, and it has also successfully helped Tencent stay at the short video table, which was once regarded as "the hope of the whole village".

howeverIn the face of AI, Tencent can no longer be calm and calm.

Tencent only mentioned AI 2024 times in the 0-year financial report, and in the 0-year financial report, Tencent mentioned AI more than a dozen times.

On the one hand, it tirelessly emphasizes AI, and on the other hand, Tencent also incarnates as a krypton player, recharging the money earned from games and advertisements to AI. According to the financial report, Tencent's annual capital expenditure exceeded last year as the AI strategy entered a reinvestment period767 billion, a year-on-year increase of 221%, a record high.

From moderate to radical, the sudden change in Tencent's painting style is mainly due to two major stimuli.

First, the opponent began to "go all out".

過去一年，阿裡巴巴定下了“使用者為先、AI驅動”的戰略方向。這還沒完，阿裡巴巴前不久宣佈，未來三年，將投入超過3800億元用於建設雲和AI硬體基礎設施，總額超過過去十年總和。

ByteDance has also begun to make an all-out attack in the field of AI. According to a later report, starting from the fourth quarter of 2023, Zhang Yiming returned to the early days of entrepreneurship again, began to frequently meet with AI researchers, and was personally responsible for recruiting AI talents. ByteDance quickly launched various AI applications, such as bean bags, instant dreams, buttons, cat boxes, and star paintings......

Even in order to better promote, starting from 70/0, Doubao spent 0% of its streaming budget on Tencent's advertising system, instead of its own huge Qianchuan system.

Although the AI race is a long-distance race, when the opponents start to accelerate, Tencent can't fall too far behind, after allIn the future, we have to count on the use of AI to protect the country laid by the PC and mobile Internet era.

So this year, Tencent President Martin Lau revealed, "We plan to further increase capital expenditure in Year 2025." "For the sake of AI flowers, it may cost more in the future.

Second, DeepSeek "pierced the sky".

The previous AI applications were basically thunderous and rainy, and none of them had the attention and use of the whole people. Even so, many AI companies still choose to close the source as if they were treasures and charge for external fees.

However, DeepSeek achieved a record growth of 1 million users in 0 days without any advertising, which woke up all its peers, and for a while they turned their heads and announced that it was open source and free.

For Tencent,The bigger thrill of DeepSeek is that it shows the prototype of a killer app.

Tencent relies on WeChat to eat a lot of dividends in the mobile Internet era, and no one understands the power of killer applications better than it. This is also why, after the explosion of DeepSeek, Tencent has become the fastest responding giant: not only Yuanbao has launched an advertisement of "full-blooded version of DeepSeek", but Tencent Files, QQ Browser, QQ Music and other products have also been connected to DeepSeek.

At the same time, Tencent has also made two adjustments to its organizational structure to facilitate Yuanbao to achieve user growth and seize the market.

As long as you can grab the ticket to the next era, it's worth the tiredness.

If you want to catch up, you can't only have "money ability"

It's not hard to get more people to use AI, but it's hard to get people used to AI all the time.

Maximizing promotion is only the first step, and improving retention and stickiness is the biggest test.

這方面，騰訊不是沒有吃過虧。2023年終，看到網易的遊戲《蛋仔派對》爆火，騰訊展開了鋪天蓋地的廣告攻勢，同時官宣高達14億元的“生態激勵專項投入”，長線投入上不封頂，結果只實現了暫時性的超越，進入2024年差距越來越大。

現在火遍全網的AI應用，也面臨同樣的坑。QuestMobile數據顯示，截至去年12月，全網整體月人均時長達到171.7小時，而AI應用月人均使用時長只有132.8分鐘，差了60倍。

And most of the current AI assistant apps,The uninstall rate is more than 20%.

所以在元寶加大推廣力度的時候，比它成名更早的一些同類應用，卻已經冷靜下來了。比如Kimi和生野，去年第四季度各花了5.3億和4億用於投流，今年一季度壓縮到了1.5億和5400萬。

The founder of MiniMax, the company that launched Hoshino, said, "A better model leads to a better app, but a better app and more users don't lead to a better model." ”

It means that at this stage, the number of users is not the most critical, and strong technical ability is king.

In the mobile Internet era, user scale is king, and in the AI era, technology and experience are king.As Liang Wenfeng once said: "In the face of disruptive technology, the moat formed by closed sources is short-lived." ”

Therefore, the advent of DeepSeek, which has stronger model capabilities, has directly reduced the competitiveness of AI applications for many enterprises and forced them to start over. Kimi, who was once popular, had no choice but to adjust the direction after being stolen from DeepSeek and began to spend less money on advertising and put more energy back on training the basic model.

Like Tencent, ByteDance, which is a big investor, this year its CEO Liang Rubo also demanded: Byte's AI business should pursue the upper limit of "wisdom" in 2025 years. Taking wisdom itself as the most important goal can inspire more attempts without neglecting key technology nodes.

In the pursuit of user scale, users will still defect to competitors with a more amazing experience.

The pursuit of technical ceilings, the growth of users is a natural thing.

So, it's not that Tencent is no longer calm, it's that everyone can't be conservative anymore.

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