At its AI Day event on September 21, Baidu announced plans to boost its AI productivity business's international presence through Kooko, a platform now used by over 10 million users across nearly 200 countries. The company aims to grow using tailored local insights rather than competing directly on brand recognition.
- Kooko surpasses 10 million users in 197 countries
- 50% month-over-month ARR growth reported
- Localization prioritized over direct brand competition
What happened
On September 21, Baidu publicly detailed its AI productivity tool Kooko's overseas expansion plans during the Baidu AI Day event. Kooko, evolved from the earlier Oreate AI, integrates a general-purpose agent architecture and personalized memory features, enhancing how users interact with AI across workflows that mix local and cloud environments.
The platform has amassed more than 10 million users internationally, with paying customers spanning 197 countries and regions. Baidu highlights a remarkable 50% increase month over month in annual recurring revenue, underscoring strong market uptake.
Why it matters
Baidu’s overseas rollout strategy centers on understanding and adapting to specific local market needs rather than pursuing direct competition with established AI products such as ChatGPT. According to Adam Wen, leader of Baidu’s overseas business unit, users value contextual comprehension, speed, cost efficiency, and relevant outputs over brand reputation.
This regional customization approach allows Baidu to engage diverse user bases more effectively, particularly in emerging markets like Latin America and developed regions like Europe. Such localization enables tailored feature development influenced by observed user workflows and behaviors, potentially fostering stronger adoption rates.
What to watch next
The key test for Baidu will be how successfully Kooko can build and leverage market-specific data layers despite users predominantly operating across multiple cloud and productivity platforms. Kooko’s design to integrate local data, languages, and work habits alongside personalized memory systems is critical to creating relevant AI deliverables worldwide.
Future developments to monitor include how Baidu adapts Kooko’s functionality to diverse regulatory environments and competitive landscapes. Its ability to convert user activity data into differentiated features and service offerings will be pivotal in sustaining growth and expanding its global AI footprint.