Bilibili AI Ad Creative Covered Over 30% of Performance Ad Spend

On August 27, 2026, Bilibili Inc. (BILI) did not mention its AI ad creative production tool during its second-quarter earnings call. The latest public quantitative evidence therefore remains an earlier disclosure that AIGC creative once covered over 30% of performance ad spend[1]. The absence of a new disclosure does not show that the application has stopped.

Where AI ad creative fits in Bilibili's business

Bilibili operates a video community and generates revenue mainly from value-added services, advertising, and mobile games. Its advertising products include performance, brand, and native ads.

The company's AI ad creative production tool is designed for advertisers and campaign teams. Before an ad launches or while a campaign is running, it can generate titles, covers, thumbnails, and video material. AIGC refers to content produced by generative AI. Because the tool participates directly in producing ad creative, it sits in a core operating workflow within the advertising business.

From creative center to limited production

The public evolution of AI Advertising Creative Production moved from a tool being prepared for launch to use in live campaigns. On May 23, 2024, Bilibili said it was launching a creative center for advertisers, with features that included generating headlines and editing ad materials[2]. This was the first public description in the earnings-call record, not the application's adoption date.

By May 2025, management described the tool as a commercial AIGC product that could generate ad titles and covers at scale, and disclosed its coverage of performance ad spend[1]. The public evidence had moved from a pilot to limited production. Bilibili did not mention the application during its second-quarter earnings call on August 27, 2026.

What the over-30% figure means

The metric measures the share of performance ad spend associated with AIGC creative. It shows that AI-generated material entered real campaign workflows and that the tool had progressed beyond an early demonstration. It does not measure advertising revenue growth and should not be read as evidence that AI drove an equal percentage increase in revenue. Bilibili has not disclosed the tool's standalone contribution to revenue, profit, or employee efficiency.

Advertising revenue is the most direct potential financial channel for this application. Titles, covers, and other materials can be produced faster and at greater scale. If the creative better matches the community's style and improves clicks and conversions, advertiser spend could increase. However, Bilibili has not provided a contemporaneous comparison between AIGC and traditional creative or separated AI's contribution to advertising revenue. The potential revenue path therefore remains directional analysis.

The available evidence confirms that AI entered Bilibili's ad creative production workflow and at one point covered a substantial share of performance ad spend. The latest call's silence means only that there is no new public progress to report. Comparable click-through or conversion rates for AI-generated and traditional creative, together with the related advertising revenue contribution, would be needed to assess its operating value further.

Application Assessment

• AI Advertising Creative Production | Business position: core operations | Application stage: limited production | Scope: single business unit | Value type: revenue growth

Sources

[1] Drillr · Bilibili Inc. (BILI) · 2025-05-20 · Earnings call

Original: Currently, AIGC created accounts for over 30% of the performance ad spend.

[2] Drillr · Bilibili Inc. (BILI) · 2024-05-23 · Earnings call

Original: As for advertisers, we are launching a creative center, which will enable advertisers to easily generate headlines and edit materials for their ads.