Rumor has it that Xiaohongshu will create a new “AI shopping guide” function

The Zhitong Finance App learned that on August 12, there was market news that Xiaohongshu is creating a new “AI shopping guide” function, which relies on a dialogue and interaction mode to directly push product cards and attach order redirects in question and answer scenarios. The project was led by Dao Xuan (Pan Boyuan). In response to this news, some media sought evidence from the official website of Xiaohongshu. As of press release, there has been no response.

According to information, Xiaohongshu has implemented some AI functions in the e-commerce business. For example, in store reviews, there will be store reputation information summarized by AI for consumers to refer to.

At the end of April this year, Xiaohongshu released an internal letter announcing a new round of organizational upgrades. The core changes include the establishment of DOTS, a first-level AI department, and the Enterprise Intelligence Department to increase investment in AI.