Sina Tech news, November 4 afternoon — Bilibili Inc. (BILI) Chairman and CEO Chen Rui attended the 2026 World Internet Conference Wuzhen Summit and delivered a keynote speech titled "Content Creation in the AI Era" at the Internet Entrepreneurs Forum.

Chen Rui stated that the best content will always be led by humans. In his view, outstanding works require not only technical presentation but also the creator's personal expression. The core of the best content is reaching people's hearts. What earns a work audience recognition is the empathy formed between the creator's self-expression and the viewers.

On site, Chen Rui shared several AI works created by Bilibili Inc. (BILI) UP creators, including "Signboard" and others. In these works, AI expanded the creators' boundaries of capability, giving observation, thinking, ideas, and interests more ways to be realized, but the core of creation always comes from people.

Chen Rui said that a work is excellent not only because of its form of expression but also because it contains the creator's personal expression. At the same time, Chen Rui also believes that AI is the biggest technological revolution since the birth of video. In the future, AI video creation will certainly surpass humans technically. But good content in the future should be jointly composed of continuously improving production skills and empathy that reaches people's hearts. Technology will continue to develop, but people's understanding of good content has not changed. Even when reading the "Book of Songs" from three thousand years ago, people today are still moved by its words and lines.

Chen Rui proposed that Bilibili Inc. (BILI) should use the best technology to empower creators, enabling them to express themselves well and create the best content even in the AI era.