Tech Giants Vie for Position in AI-Generated Series Arena, Forging New Growth Paths

Deep News
05/19

Recent job postings on Boss Zhipin reveal that Xiaomi is recruiting for a role titled "AI Series Producer (Short Series)," confirming the company's preparations to enter the AI-generated series industry. Personnel from Xiaomi have also verified that related AI series content will be launched subsequently. Judging from the job requirements for the AI producer position, Xiaomi's foray into the AI series market is likely centered around marketing for its established hardware business. The listed responsibilities include identifying high-quality finished series in the market, establishing a content evaluation mechanism, and introducing them to Xiaomi's own platform to maintain content quality and popularity. This indicates an initial strategy of relying on externally procured series to build a content library and retain users. However, Xiaomi's short series platform is intended to serve its core business. Therefore, while introducing external content, Xiaomi aims to create differentiated material. Crucially, the entire production process for these short series must utilize Xiaomi's proprietary AI tool, "MiMo." The role requires the AI producer to oversee the entire custom series production cycle, stay attuned to market trends externally, coordinate internally, and be responsible for promotion, user retention, consumption time, and content exposure conversion. This dual approach of procuring content while developing custom series in-house allows external content to stabilize the user base, while internally developed custom series create platform differentiation, reduce external dependency, and mandate the use of Xiaomi's AI production tools. The ultimate goal is to achieve extremely low-cost, high-capacity production of AI series. In May 2024, when Xiaomi was recruiting short series scriptwriters, it was suggested that Xiaomi's venture into short series was likely more motivated by marketing considerations. If the need was for the mobile app store, series could simply be purchased from the market without the need for in-house production. Xiaomi is not the only major TMT company exploring AI series. According to Qichacha data, Kingnet Network Co.,Ltd. has wholly established a company named "Shanghai Shiguang Chuanxing Technology Co., Ltd." with a registered capital of 1 billion yuan. Public information shows that this company focuses on the integrated production of AI micro-short series and AI comic series, covering an industrialized pipeline from IP incubation and script development to multi-lens final production. It is understood that the product utilizes an in-house video generation model and concurrently develops both live-action short series and comic series content lines, which share the same technical backend. The commercial viability of AI series has been validated, with its value recognized by the market, prompting several TMT giants to make strategic moves. These include Tencent's "Huolong Comic Series"; NetEase's Lingyang entered the Dasong Yinghua editor in November 2024 to formally establish a comic series team. It announced its comic series plan in April the following year and launched the Lingyang Comic Series mini-program in November. Meanwhile, 37 Interactive Entertainment Network Technology Group Co.,Ltd. has co-invested in AI video generation company Aishi Technology's $300 million Series C funding round while independently developing its own AI comic series generation platform, "Lingmeng." The collective heavy investment in AI series by gaming giants and hardware manufacturers signifies the complete AI-ization of the content industry. It represents a cross-industry move by game companies and internet giants to compete for traffic dominance. At this stage, AI is no longer merely a trend but the result of content industrialization. As the production rate of live-action short series declines significantly and AI short series occupy a larger share, the entry of these major players indicates that AI series have become an imperative strategic move.

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