Xiaohongshu Accelerates AI Strategy with Self-Researched Social and Companion Products

Xiaohongshu is reportedly accelerating its AI strategy by recruiting high-paying talent, offering annual salaries up to 960,000 RMB for roles like "AI Social Product Manager" and "Comment Interaction AI Product Manager". The platform aims to transition from backend technical applications to frontend self-researched AI companion products and community interaction tools. This shift highlights Xiaohongshu's ambition to deepen user engagement and community interaction by embedding AI directly into its social ecosystem. It reflects a broader industry trend where content platforms evolve into intelligent service providers to retain users through personalized AI companions. The recruitment drive follows Xiaohongshu's organizational upgrade in May, which established a first-level AI department named "Dots". The new roles will focus on designing AI companion experiences, interest matching, and integrating features like AI comments and smart replies into the platform.