2026年马年春节，国内AI巨头投入超80亿元红包，争夺大模型时代“超级入口”。核心从移动支付转向AI应用用户争夺，规模远超十年前。
2026年春节，中国互联网巨头通过总计80亿元的“AI红包大战”抢占市场，AI应用一度主导应用商店榜单。然而，随着假期结束，如何提升用户留存率成为AI助手们面临的关键挑战。
腾讯元宝借10亿红包活动冲上苹果App Store免费榜榜首，但活动结束后下载量迅速回落，已跌出前十。目前豆包和千问分列前两位。该应用春节期间日活一度突破5000万，月活也大幅增长，但热度未能持续。
腾讯微信推出春节新功能，用户可通过元宝App制作“拜年朋友圈”触发金色朋友圈特效，点赞他人金色朋友圈有机会得红包。同时，微信新增AI拜年歌制作功能，用户可在“听一听”中创作个性化歌曲，更新后还可添加“挂件”增强节日氛围。
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