On the afternoon of August 6, Sina Technology learned exclusively that Xiaohongshu is accelerating its AI strategy across the board, exploring AI social products, AI community interaction tools, and other areas, shifting from back-end technology applications to an all-out race in front-end in-house development, productization, and ecosystem building.
A source familiar with the matter told Sina Technology, “Xiaohongshu is recruiting AI talent with high salaries and investing in the in-house development of a series of AI products. It is looking for people with strong AI Native product thinking.”
A search of recruitment platforms by Sina Technology found that Xiaohongshu has recently been intensively recruiting AI application R&D talent. Among the openings, the responsibilities for the “AI Social Product Manager” position include leading the design and development of AI companion products; exploring the in-depth application of AI in emotional connection, interest matching, personalized interaction, and other areas; and creating a warm AI companion experience.
Notably, the position offers a salary of 30-60K/16 salaries, with an annual salary of up to 960,000 yuan, demonstrating Xiaohongshu’s determination to invest more heavily in the AI social sector.
Xiaohongshu’s AI strategy extends beyond companion scenarios. A recruitment listing for an “AI Product Manager, Comment Interaction” shows that the company is attempting to deeply integrate AI capabilities into its community ecosystem through features such as AI comments, AI character interaction, and intelligent replies. The position also offers a maximum annual salary of 960,000 yuan.
Sina Technology contacted Xiaohongshu officials to verify the above information, but had received no response as of press time.
In May this year, Xiaohongshu issued an internal letter announcing a new round of organizational upgrades. One of the key changes was the establishment of the AI first-level department Dots and the Enterprise Intelligence Department, increasing investment in AI from both product technology and organizational perspectives.
In fact, Xiaohongshu has already made inroads in the AI field. In April this year, Xiaohongshu open-sourced three major AI technologies in succession: the REDSearcher search Agent, the FireRed-Image-Edit multimodal image editing tool, and the FireRed-OpenStoryline video creation model. Previously, Xiaohongshu had also fully acquired “Diandian,” an AI search product for lifestyle scenarios, transforming its content platform into a combination of “content creation + intelligent services.”