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北京/上海，11月28日（路透社）——據(jù)兩位知情人士透露，中國百度（9888.HK）本周啟動裁員，這波裁員將波及多個業(yè)務(wù)部門，該公司正面臨人工智能競爭加劇和廣告收入持續(xù)下滑的雙重壓力。

BEIJING/SHANGHAI, Nov 28 (Reuters) - China's Baidu (9888.HK) started layoffs this week that will hit multiple business units, six sources briefed on the matter said, as the company struggles with intensifying competition in artificial intelligence and declining advertising revenue.

這家中國最大的搜索引擎公司在公布第三季度巨額虧損數(shù)周后啟動裁員，裁員預(yù)計將持續(xù)到今年年底。其中一位消息人士稱，裁員規(guī)模在不同部門和績效評級之間差異很大，個別團隊裁員比例最高可能達到40%。

The move by the company, which runs China's largest search engine, comes shortly after it reported a third-quarter loss on November 18. The sources added that the layoffs were expected to run until the end of this year. The layoff numbers varied by business unit and performance ratings and could reach as high as 40% for some teams, two of the people said.

兩位消息人士說，公司無法確定整體裁員人數(shù)。

Reuters was not able to establish the companywide number of jobs being cut but the sources said it was internally perceived to be large-scale.

人工智能業(yè)務(wù)將受到保護 AI TO BE PROTECTED 移動生態(tài)系統(tǒng)部門將首當(dāng)其沖受到裁員沖擊，兩位消息人士表示。不過，云計算和人工智能相關(guān)的崗位將被重點保護。其中一位消息人士稱，更多資源將被引導(dǎo)投入到人工智能領(lǐng)域。

The mobile ecosystem group will bear the brunt of the cuts, two sources said. However, roles tied to AI and cloud computing will largely be protected, said four of the people. One of the sources said more resources would be directed to AI.

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據(jù)年報數(shù)據(jù)，百度員工總數(shù)已從2023年的41,300人下降到2024年底的35,900人，2025年還在持續(xù)下降。百度沒有立即回應(yīng)置評請求。

Baidu's workforce stood at 35,900 at the end of last year, down from 39,800 in 2023 and 41,300 a year earlier, according to its annual reports. Baidu did not immediately respond to a request for comment.

此次裁員正值百度第三季度營收同比下滑7%、凈虧損高達112.3億元人民幣（約合15.9億美元）之際。

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The cuts follow Baidu's second straight quarterly revenue decline; total revenue fell 7% and online advertising revenue dropped 18% in the third quarter. It also posted a loss of 11.23 billion yuan ($1.59 billion) for the period.

百度近年來在人工智能領(lǐng)域投入巨大，但這些努力尚未扭轉(zhuǎn)其核心在線廣告業(yè)務(wù)的下滑趨勢，類似抖音這樣的社交媒體平臺正在搶奪廣告市場份額。

Baidu has spent years investing in AI, but those efforts have yet to revive growth in its core online advertising business, which has ceded market share to social media platforms like RedNote and ByteDance's Douyin.

盡管百度是2023年首家推出ChatGPT式服務(wù)的中國主要科技公司（產(chǎn)品名為“文心一言”Ernie），但其在與阿里巴巴和AI初創(chuàng)公司DeepSeek等對手的競爭中已逐漸喪失早期領(lǐng)先優(yōu)勢。

Although Baidu was the first major Chinese tech firm to roll out a ChatGPT-style service in 2023, it has struggled to maintain an early lead against competitors including Alibaba (9988.HK) and AI start-up DeepSeek.

百度的文心大模型正面臨來自阿里巴巴和DeepSeek等對手的多重戰(zhàn)略沖擊，包括后者今年早些時候轉(zhuǎn)向開源。

Baidu's Ernie large language model is trailing offerings from rivals including Alibaba and DeepSeek after multiple strategy shifts, including a move to open source it earlier this year.

百度創(chuàng)始人李彥宏曾公開表示，到2025年9月，文心一言日活用戶已超過1.07億，每月活躍用戶超過1.5億。百度還向73.4萬家企業(yè)客戶提供AI大模型服務(wù)。

Adoption has also lagged. In September, Baidu's Ernie Bot app had 10.77 million monthly active users, lower than 150 million for ByteDance's Doubao and 73.4 million for DeepSeek, according to AI product tracker Aibook.com.

百度說其移動搜索結(jié)果頁中超過一半的內(nèi)容已由AI生成。

Baidu has focused on embedding AI into existing products, including search, and said more than half of its mobile search results pages now include AI-generated content.

裁員已成為中國主要互聯(lián)網(wǎng)公司應(yīng)對成本壓力、提升競爭力的常見手段。2022年以來，阿里巴巴和騰訊都曾進行過數(shù)千人的大幅裁員。此外，美國多家科技巨頭如亞馬遜和IBM也在全球范圍內(nèi)削減崗位。

Job reductions have become a common tool for major Chinese internet companies seeking to cut costs in a highly competitive sector. Alibaba and Tencent (0700.HK) slashed tens of thousands of jobs in 2022 to cope with a broad regulatory crackdown on China's major internet platforms. In addition, several tech companies in the U.S. like Amazon (AMZN.O) and IBM (IBM.N) are cutting thousands of jobs globally.