ChinaMedia and entertainment2025 – ongoing37 Interactive Entertainment
Xiao Qi, a self-built game-industry large model used across R&D and operations
37 Interactive said AI handles over 70% of its ad placement, run on its own game-industry model
Problem
A games publisher has to produce large volumes of art, place ads, answer players and translate content for several markets. Much of that work was manual.
Approach
37 Interactive built Xiao Qi, a large model for the game industry, and used it across research and development and operations, including ad placement, art production, customer service and translation. In 2025 the model passed the national filing for generative AI services, the first game-vertical model in Guangdong to do so, according to the report.
Results
Takeaway
The company counted AI use by share of each task, such as ad placement and art production, rather than by number of tools.
Categories
- Size
- Large enterprise
- Industry
- Media and entertainment
- Business function
- Marketing and salesProduction and qualityIT and R&D
- Innovation type
- Process innovation
- AI technology
- Generative AI
- Adoption
- Built in-house
- Evidence
- Company's own claim
Sources
Source summaries
The article reports company statements on Xiao Qi, its self-developed game-industry model. It gives AI penetration above 90% across operations, over 70% of ad delivery placed automatically and 65% AI penetration in art production. It does not say how these shares were measured.
Full details are in the original sources.