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Baidu, the Chinese tech giant, has introduced its latest artificial intelligence (AI) model, Ernie 4.0, with the intention of competing with the US-based OpenAI's ChatGPT-4. During the company's global conference in Beijing, CEO Robin Li presented Ernie 4.0 as capable of comprehending intricate queries and instructions and responding with logical and reasoned answers through algorithms. Li emphasized that Ernie 4.0 holds its ground against GPT-4 and represents a significant improvement from the original Ernie Bot model. In a live demonstration, Ernie 4.0 generated advertising materials and even crafted a martial arts novel with diverse character personalities. Baidu's efforts in AI development align with China's goal to become a global leader in artificial intelligence by 2030, although it must navigate regulatory challenges unique to its region, which require security reviews and approvals for public product launches. Baidu intends to integrate AI technology into various services, including its search engine, maps, cloud drive, and enterprise business intelligence solutions, further enhancing user experiences and product capabilities.