Baidu last week reportedly initiated a new round of workforce reductions, affecting multiple business units, a process expected to continue through the end of 2025. According to sources familiar with the matter, the exact number of layoffs will vary by business unit and performance ratings, and some teams could potentially face cuts of up to 40%. The mobile ecosystem business is expected to be the most affected area, while positions related to AI and cloud computing are being prioritized for retention, with resources further shifted toward these sectors. Baidu is currently facing dual pressures from intensifying competition in the AI sector and declining advertising revenue. Its third-quarter 2025 financial report showed total quarterly revenue of RMB 31.174 billion ($4.42 billion), down 7% year-on-year. [Icsmart, in Chinese]
Related
