At the 2026 Sohu Technology Annual Forum, Sohu.com (SOHU) founder, Chairman, and CEO Zhang Chao Yang discussed entrepreneurs building personal IP. He noted that in the AI era, information is highly transparent, and the relationship between entrepreneurs and users through social media is quite delicate. Entrepreneurs should neither pander to the audience nor exert excessive pressure, while also maintaining a degree of scarcity and appropriate exposure.
Regarding the long-term development of personal IP, Zhang Chao Yang stated that it is not something to be deliberately crafted. The key is to be authentic, consistently engage in valuable work, and the IP will naturally emerge. "You cannot forcefully shape it. You are yourself. What you do, do it earnestly and persistently, and your IP will materialize."
Furthermore, Zhang Chao Yang frequently mentioned AI's role in assistance and efficiency enhancement. However, concerning the surge in large model development, he maintained a rational and cautious stance. He admitted that Sohu.com has not entered the forefront of large model research and development, as it requires substantial financial resources and technical expertise. Companies should make informed choices based on their own business foundations. Sohu.com will focus on the practical application of AI, improving programming efficiency, and reducing operational costs, while exercising restraint in content generation, maintaining content neutrality, and mitigating risks associated with AI-induced content chaos.
He also pointed out that authentic social interaction will become increasingly important in the AI era. "In the AI era, people interact with machines all day. Meeting in person feels particularly warm, as it finally allows for real human conversation. Therefore, offline activities are especially significant."
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