整合搜索救不了自己：百度在AI时代已经掉队了

原子力2025-12-22

日前，百度MEG又一次调整架构，把所有搜索相关业务重新合并统一管理。人事上重新分工，业务上把PC搜索、移动搜索等所有与搜索相关的板块彻底合并。小说、教育、电商直播等内容业务也被重新归口。如果只看动作，这是一次很“标准”的组织整合。但放到当下的背景里，这次调整其实暴露了百度在AI时代的一个现实问题：搜索这门老生意，正在被AI从根上动摇。AI没帮百度变强，反而在削弱搜索本身很多人以为，AI会让搜索更强...

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era","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"89888":0.6,"09888":1.96,"BIDU":1.96},"content_text":"日前，百度MEG又一次调整架构，把所有搜索相关业务重新合并统一管理。人事上重新分工，业务上把PC搜索、移动搜索等所有与搜索相关的板块彻底合并。小说、教育、电商直播等内容业务也被重新归口。如果只看动作，这是一次很“标准”的组织整合。但放到当下的背景里，这次调整其实暴露了百度在AI时代的一个现实问题：搜索这门老生意，正在被AI从根上动摇。AI没帮百度变强，反而在削弱搜索本身很多人以为，AI会让搜索更强。但对百度来说，现实情况正好相反。AI正在改变用户获取信息的方式，而这种改变，对传统搜索并不友好。过去，搜索的逻辑是：你输入关键词，我给你一页链接，你自己点、自己选。现在，AI的逻辑是：你直接提问，我直接给答案，一步到位，一目了然。这看似只是体验升级，实则是入口级别的变化。这就是百度面临的最大且致命的问题：搜索已经不再是唯一入口了。当用户习惯了“直接要结果”，搜索结果页本身就变得多余了。而搜索结果页，正是百度商业模式的核心。众所周知，百度严重依赖搜索结果页、点击和广告转化。一旦AI真正把答案直接给到用户，搜索页面的价值就会被迅速稀释。所以你看到的是一个非常矛盾的百度：嘴上说All in AI，但AI永远不能真的“替代自家搜索”。为什么？因为百度的搜索是要拿来卖广告的啊。所以，AI其实并不是在帮百度搜索升级，而是在拆（百度）搜索的台。百度不敢革自己的命如果有人说，百度没有AI能力，个人觉得并不客观。因为百度的问题，从来不是技术，而在于：百度承受不起搜索被自己亲手颠覆的代价。搜索广告，依然是百度最重要的现金流来源。百度2025年Q3财报显示，总营收312亿元人民币，同比下降7%；核心营收247亿元人民币，同比减少7%。AI业务收入首次单独披露，达到96亿元，同比增长超过50%。归属于百度的净亏损为112亿元，而上年同期净利润为76亿元。即使剔除资产减值影响，百度核心业务的衰退趋势依然严峻。作为曾经的摇钱树，百度的核心在线营销收入本季度仅为人民币153亿元，同比大幅下降18%。所以，大家看到的是一个既要又要的百度。文心一言虽然存在，但始终不敢成为真正的主入口；搜索继续是核心，但用户体验越来越不像AI；内部既想拥抱变化，又想守住旧模式。所谓，干得好不好，全靠同行（百度）衬托。对比一下同行，似乎更加一目了然：字节的豆包，直接抢“提问入口”，根本不靠搜索而活；阿里的千问，服务企业、云、业务闭环，不指望广告；腾讯的元宝，背靠微信生态，天然有流量缓冲。而百度既要AI的未来，又要搜索的现在，结果就是两头都不彻底。百度已经被新的BAT远远甩在身后如果只看发布会，百度从来不缺故事。但资本市场已经给出了更直接的答案。今天的百度市值，早已远远落后于腾讯和阿里，甚至连字节跳动的零头都算不上了。这不是偶然。腾讯有微信，牢牢掌握超级入口；阿里有电商和云，AI能直接变现；字节靠算法和内容，把AI用在真实场景里。反观百度？依然高度依赖一门正在被AI自己掏空的生意：搜索广告。把 PC 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