从“动口”到“动手”：千问打通阿里任督二脉

尺度商业02-14

文 | 张佳儒千问的“羊毛”，你薅了吗？最近，阿里巴巴旗下千问官宣30亿“AI请客”活动，输入“千问，帮我买奶茶”“千问，帮我买瓜子”，千问就能直接调用饿了么、淘宝闪购的接口，完成下单、支付、骑手调度，全程无需用户再点开其他购物APP。这看似一句简单的指令，一次简单的下单，却是AI应用的关键跨越。毕竟放在半年前，面对同样的指令，AI只会“动嘴”，生成一段“奶茶、瓜子哪家强”的文字。如今，AI应用能...

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张佳儒千问的“羊毛”，你薅了吗？最近，阿里巴巴旗下千问官宣30亿“AI请客”活动，输入“千问，帮我买奶茶”“千问，帮我买瓜子”，千问就能直接调用饿了么、淘宝闪购的接口，完成下单、支付、骑手调度，全程无需用户再点开其他购物APP。这看似一句简单的指令，一次简单的下单，却是AI应用的关键跨越。毕竟放在半年前，面对同样的指令，AI只会“动嘴”，生成一段“奶茶、瓜子哪家强”的文字。如今，AI应用能“动手”干活了。这一变化并非偶然。自2023年吴泳铭接任阿里巴巴CEO以来，明确提出“用户为先、AI驱动”两大战略。“AI驱动”即以阿里云为核心载体，将AI技术作为驱动阿里未来发展的关键引擎。千问是阿里云主导研发的大模型产品，也是阿里“AI驱动”战略的核心技术载体，以及对外输出的主力AI品牌。从“动口”到“动手”，千问的升级，远不止功能层面的优化，更是阿里在AI时代重构C端入口、打通商业生态任督二脉的战略落子。从“动口”到“动手”，千问如何进化？很多人是通过“AI请客”认识千问的，但翻开千问的简历，它的起点，可能比大多数人想象得更早，能追溯到十几年前。早在2014年，阿里成立数据科学与技术研究院，也就是达摩院的前身，就开始投入AI核心技术的研发。2017年云栖大会上，阿里成立达摩院，取名灵感来自于金庸小说，《天龙八部》中记载，“三十余高僧，得进达摩院仅八人”。作为金庸的铁杆粉丝，马云将达摩院赋予“技术圣地”的地位，称其为探索人类科技未来的实验室，并希望达摩院活得比阿里时间长。千问正诞生于马云寄予厚望的达摩院。2020年，达摩院多模态大模型M6项目启动，依托该项目积累的技术和经验，阿里于2023年发布通义千问大语言模型，并在当年上线通义千问APP（2025年11月更名千问），这是千问的第一次进化。这时候的千问，是一个“动口”的AI助手，具备文本问答、内容创作、代码生成等功能。比如，你问“哪家奶茶好喝？”，千问会结合口碑、距离等因素，为你精准列出门店清单，但无法完成下单。千问“能说会道”，并不是阿里的终极目的，千问C端事业群总裁吴嘉表示，“如果仅仅停留在聊天层面，AI的价值无法真正释放。”2025年下半年，阿里团队也发现，用户对千问的期待，早已超越“问什么答什么”，而是让AI“帮忙办事”，从订机票、买礼物，到应对临时加班等等，成为生活的“数字管家”。2026年1月，吴嘉表示，“过去一年，千问已经证明了自己是一个聪明的大脑，而现在，我们要给它装上灵巧的双手。”他解释称，只有让AI能够操作现实世界中的服务和交易，才能创造真正的用户价值。于是，一场关键升级在2026年1月落地。新版千问正式接入淘宝闪购、高德地图、飞猪、支付宝等核心服务，迎来第二次进化：从“动口”到“动手”。目前，千问正在开展的“AI请客”活动，就是“动手”能力的集中展示。除了点奶茶外卖，千问还上线超过400项AI办事功能，涵盖购物、餐饮、出行、政务等八大生活场景。从“动口”到“动手”，千问的进化背后是阿里在AI底层技术的突破，主要体现在任务理解和分解能力的突破。比如，千问除了能读懂文字，还需要看得懂图像，听得懂语音，复杂的图表和数据也能快速分析。千问的进化，也是阿里在AI时代下的一次战略突围。而这场突围的核心推手，正是2023年临危受命的CEO吴泳铭。吴泳铭的“尖刀”，千问打通阿里生态任督二脉吴泳铭是跟随马云创办阿里的“十八罗汉”之一，是阿里第一代程序员，曾出任支付宝首席技术官、淘宝首席技术官等职务，是阿里历任CEO中“技术含量”最高的一位。2023年，吴泳铭接任CEO这一年，阿里正处在市值低谷，经营上面临两大难题：一是电商成熟期，流量增长从何来？如今，传统货架电商正面临兴趣电商的分流，用户往往先看测评、刷种草视频、多平台比价，最后才在货架平台下单。阿里系电商如何从消费旅程的“终点”转变为“入口”，而非被动承接流量，成为增长的关键挑战。二是阿里“生态优势”如何转化为真正的“系统合力”？尽管阿里拥有淘宝、天猫、饿了么、高德、飞猪、支付宝等覆盖全域的消费服务矩阵，但用户想策划一场亲子游，从路线规划、景点订票到餐厅预订，仍需手动切换多个APP，制约了体验升级与价值释放。于是，吴泳铭将“用户为先、AI驱动”确立为阿里两大核心战略。其中，“AI驱动”是以阿里云为载体，将大模型技术作为重构业务、激活生态、重塑入口的底层引擎。千问作为阿里云主导研发的大模型产品，正是这一战略前沿的“尖刀”。面对流量入口的分流，千问通过一句话启动服务，比如用户输入“帮我找一家咖啡馆，适合约会，还要有无线网”，千问理解需求后，自动调用高德地图筛选门店、参考口碑评分，甚至直接通过饿了么或淘宝闪购完成预订或下单。这样一来，阿里能有更多机会在用户决策早期介入，成为用户消费旅程的引导者，抢占消费入口。面对生态协同，千问则扮演起“智能调度中枢”的角色，将淘宝的商品、飞猪的旅行资源、高德的位置服务、饿了么的本地供给、支付宝的支付与信用体系等能力组合起来，用户不需要来回切换APP。吴泳铭表示，对于阿里来说，AI技术革命让阿里多样化的产品和服务有机会产生更大协同效应，具备创造全新用户体验和价值的机会。正因如此，吴泳铭对AI的投入毫不吝啬。2025年2月，他宣布未来三年，阿里将投入超过3800亿元，用于建设云和AI硬件基础设施，总额超过去十年总和。说到底，千问已经从阿里AI战略的“关键支点”，成长为吴泳铭手中打通阿里生态任督二脉的“尖刀”，解决了阿里的流量焦虑和用户体验断层的问题，也把阿里的技术积累和商业生态结合起来，让技术理想落地到商业现实中。AI时代才刚刚开启，阿里内部正经历一场前所未有的整合。千问能否帮助阿里完成从电商巨头到AI科技企业的蜕变，重新构建增长飞轮，值得市场密切关注。$阿里巴巴-W(HK9988)","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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