Baidu CEO Predicts AI “Bubble” Will Burst 99% of Industry Players

Baidu CEO Robin Li shared his outlook on the future of artificial intelligence (AI), asserting that the industry is experiencing a “bubble” that will eventually lead to a significant shakeout. Speaking at the Harvard Business Review Future of Business Conference, Li estimated that only about 1% of AI companies will survive, as others are likely to disappear when the AI “bubble” inevitably bursts.

AI Hallucinations “Solved,” Says Baidu CEO

Li expressed confidence in the improvements to large language models (LLMs), noting that they now produce more accurate responses than before. “The most significant change we’re seeing over the past 18 to 20 months is the accuracy of those answers from large language models,” he said, stating that hallucinations—a tendency for AI to produce false or misleading information—are largely resolved. Li believes that users can now “basically trust the answer” when engaging with advanced chatbot models.

AI Sector and the Dot-Com Bubble Parallel

Comparing the current state of AI to the dot-com bubble of the 1990s, Li projected that the AI field would undergo a similar phase of overvaluation followed by a steep correction, ultimately resulting in a small number of dominant companies. “Probably one percent of the companies will stand out and create tremendous value for society,” he noted, suggesting that a consolidation phase is inevitable as the industry matures.

Preparing for Long-Term Technological Shifts

Despite the forecasted downsizing, Li does not expect AI to eliminate jobs in the near future. He estimated that it could take another 10 to 30 years for AI advancements to start replacing human jobs on a large scale. He emphasized the importance of preparing for this shift, encouraging organizations, governments, and individuals to ready themselves for a world where AI will have a more profound role.

Li’s comments come amid rapid advancements and growing investment in AI across industries, with companies racing to incorporate AI into services, products, and operations. As major tech firms, including Baidu, continue to pour resources into AI, Li’s cautionary outlook reflects both optimism for AI’s potential and a warning of the challenges ahead for new market entrants.

Dan Taylor is the founder and editor of International Search Insights (ISI), the publication behind ReadIsi, and a Partner and Head of Innovation (Search & AI) at SALT.agency. He has worked in search for more than a decade, in-house and agency-side, and is regarded as one of the West’s leading voices on search engines beyond Google, including Yandex, Baidu, Naver and Cốc Cốc. On ReadIsi, Dan covers the engines and AI answer platforms that English-language coverage tends to miss: Baidu and ERNIE, Yandex and Alice AI, Naver, Cốc Cốc, Shenma, Sogou, WeChat and Weibo search, plus DeepSeek and Alibaba’s Qwen. He also keeps dated records of documented changes, such as the Yandex, Baidu and Naver algorithm update histories and the DeepSeek, ERNIE and Qwen model update histories. His approach is to take learnings from global search engines and apply logic with a high evidence threshold. A claim needs a source, patterns seen in one market are treated as a hypothesis until they are checked in another, and where the evidence is thin he says so. For brands, that means advice built on what can be shown, with measurement that separates being cited from being chosen. Dan is credited with coining the term “edge SEO” and won the inaugural TechSEO Boost research competition in 2018 for his work on CDN and edge changes for SEO. In 2026 he was credited with coining “Infinite Tail” to describe how keyword research is changing with AI search. He is the author of AI Search Marketing For The Travel Sector, writes for Search Engine Journal, Search Engine Land and Travel Marketing Guy, and has advised technology, SaaS, travel and enterprise ecommerce brands, including Cloudflare, GitLab and Airbnb. He has given multiple talks and panels at the International Search Summit in Barcelona, and has also spoken at Optimization Moscow, brightonSEO, Google Search Central Live Deep Dive Asia in Bangkok, Athens SEO and the Asia SEO Virtual Summit 2026, where his talk looked at how Baidu, Naver, DeepSeek, Tencent, Cốc Cốc and Yandex built their own AI answers.