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

On August 27, 2026, Bilibili Inc. (BILI) did not discuss its AI advertising creative production tools on its second-quarter earnings call. The latest public quantitative evidence therefore remains the company's earlier disclosure that AIGC-created material covered over 30% of performance ad spend[1]. This disclosure gap does not show that the application stopped.

Where the AI tools fit

Bilibili has disclosed AI advertising creative tools for advertisers and campaign teams. The tools enter the material-preparation workflow before and during a campaign, generating or editing ad titles, covers, thumbnails, and video creative intended to match the platform's user language and creative style. Because the tools directly support ad placement, the application sits in a core advertising operation. The available material does not provide enough information to break down the company's revenue structure further.

From creative-center launch to production use

The first point in the research window came on May 23, 2024, when Bilibili said it was launching an advertiser creative center that could generate headlines and edit ad materials[2]. That was the first public disclosure in the window, not an adoption date. By May 2025, the company described upgraded commercial AIGC tools that could generate titles and covers at scale and said AIGC creative covered over 30% of performance ad spend[1]. The evidence had advanced from a launch-stage disclosure to limited production with a usage-coverage metric. By the latest call on August 27, 2026, the application was no longer disclosed, creating a disclosure gap.

What the 30% metric does and does not show

The over-30% figure describes the portion of performance ad spend associated with AIGC-created material. It is not an advertising revenue growth rate or a measure of AI's standalone revenue contribution. The metric confirms that the tools entered a live ad workflow and reached business-unit use, but the material offers no comparison of click-through or conversion rates against traditional creative. It also does not translate the coverage rate into revenue, cost, profit, or staffing changes.

The possible operating path runs from a larger supply of titles and covers that fit Bilibili's community style to faster material preparation for advertisers. If those materials improve clicks and conversions, advertiser spend could rise and directionally support advertising revenue. Audience selection, campaign strategy, budgets, and advertising demand can also affect click performance, so the evidence cannot attribute a change in advertising revenue to the AI creative tools alone.

The available evidence confirms that Bilibili moved AI into advertising creative production and reported broad campaign coverage. The missing disclosure in the latest quarter only makes the public evidence less current; it does not erase the historical facts or establish that the application contracted. Comparable click-through or conversion results versus traditional materials, together with the related advertising revenue contribution, would be needed to assess the 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.