According to reports, Xiaohongshu is developing a new "AI Shopping Assistant" feature, which aims to recommend product cards directly in Q&A scenarios through a conversational interaction mode, with links to place orders. This project is led by Dao Xuan (Pan Boyuan).
At the beginning of this month, media reported that Xiaohongshu is accelerating its AI strategy, focusing on AI social products and AI community interaction tools. AI applications are rapidly expanding from backend technical applications to front-end self-developed, productized, and ecological solutions. Job postings show that Xiaohongshu has been actively recruiting AI application development talents, with some positions offering salaries ranging from 30-60K per year, and the highest annual salary can reach 960,000 yuan.
In May this year, Xiaohongshu announced an internal letter about a new round of organizational upgrades, establishing an AI first-level department called Dots and an Enterprise Intelligence Department, increasing AI investment from both product technology and organizational structure aspects. If the "AI Shopping Assistant" is ultimately implemented, Xiaohongshu may further explore the integration of AI with content, e-commerce, and community scenarios, promoting AI's evolution from a foundational capability to a product form that directly influences user purchasing decisions.
