Bilibili to Boost AI Spend While Pursuing 40-45% Gross and 15-20% Operating Margins
Bilibili will increase AI investment while targeting a 40-45% gross profit margin and 15-20% operating margin through AI discovery and targeting. Q4 advertising revenue grew via untapped inventory and AI tools, and games San Mou and Escape from Duckov launch on consoles and mobile.
1. AI Investment and Margin Guidance
Rui Chen, Chairman and CEO, outlined plans to increase AI investment to enhance content discovery, user engagement and long-term monetization, while targeting a 40-45% gross profit margin and a 15-20% adjusted operating margin for 2026.
2. Advertising Performance
Ni Li, Vice Chairwoman and COO, reported that Q4 advertising revenue growth was driven by untapped ad inventory and improved efficiency using AI tools, with strong demand from internet services, digital products and AI application advertisers.
3. Game Business Strategy
Rui Chen detailed the 2026 game strategy, citing San Mou’s continued operation as a leading strategy title, global expansion plans and console and mobile adaptations for Escape from Duckov, alongside pipeline releases NCard and Lumi Master.
4. AI-Driven Content and Creator Tools
Leadership emphasized AI’s role in refining creator tools, improving recommendation efficiency and leveraging community feedback to support high-quality content production and sustained user growth.