Doubao Officially Announces Interactive Games for CCTV Spring Festival Gala, ByteDance's AI Continues Aggressive Advance | Frontline

The Spring Festival in 2026 is destined to be the AI showcase of ByteDance.

On February 10th, Doubao, a product under ByteDance, officially announced the "Doubao Celebrates the Spring Festival" event. During the event, it will distribute Spring Festival red envelopes to users. In addition, during the 2026 Spring Festival Gala of China Media Group on New Year's Eve, Doubao will also give away more than 100,000 pieces of high - tech gifts integrated with the Doubao large - model and cash red envelopes to viewers across the country.

It is reported that this year's Doubao Spring Festival event is divided into two stages. The first stage will officially start at 20:00 on February 13th. Users can enter the Spring Festival event page of the Doubao App, experience AI - powered New Year greeting generation and other AI - enabled Spring Festival activities, and participate in the lottery to win red envelopes. Once they win, they can withdraw the money.

On New Year's Eve, February 16th, during the Spring Festival Gala of China Media Group, Doubao will cooperate with the live - stream interaction and launch the second - stage lottery for red envelopes and high - tech gift packages. That night, users will have three chances to win a cash red envelope of up to 8,888 yuan or high - tech intelligent gifts integrated with the Doubao large - model.

It is understood that the "high - tech gift packages" given away by Doubao this time include 17 popular products. These include cutting - edge technology products such as Unitree robots, TuoZhu 3D printers, and DJI drones, as well as smart consumer goods like XGIMI projectors and Supor rice cookers. Meanwhile, the high - tech gifts also cover the right to use two electric cars, the SAIC Audi E5 Sportback and the Mercedes - Benz CLA.

It is worth noting that all the high - tech prizes this time are deeply integrated with the capabilities of the Doubao large - model by Volcengine, enabling the physical empowerment of AI technology. Among them, the anthropomorphic voice and tone of the Unitree robot are supported by the speech synthesis, large language model (LLM), and visual language model (VLM) technologies of the Doubao large - model; the SAIC Audi E5 Sportback has built an "Audi Assistant" based on the Doubao large - model, enabling natural dialogue interaction between users and the car.

This also means that Doubao is not simply giving out prizes. Instead, it uses the Spring Festival Gala as a traffic entry point to showcase the implementation of large - model technology on various physical products.

Previously, Volcengine, a subsidiary of ByteDance, announced that it had become the exclusive AI cloud partner of the Spring Festival Gala of China Media Group. Based on its multi - modal large - model and cloud computing technologies, Volcengine will be deeply involved in the program production and video live - streaming of the Spring Festival Gala.

Currently, large - models are accelerating the intelligent upgrading of various industries. As of now, the daily token usage of the Doubao large - model exceeds 63 trillion. More than one million enterprises and individuals have used large - model services through Volcengine, covering more than 100 industries. Among them, more than 100 companies have exceeded one trillion in token usage on the Volcengine platform.

From the perspective of the Spring Festival layout of internet giants, red - envelope interaction has long been a standard feature. However, this time, Doubao has shifted the focus from "cash red envelopes" to "high - tech prizes + AI experience", which actually transforms the traffic dividend of the Spring Festival Gala into the public awareness of AI technology.

From an industry perspective, ByteDance's action this time is not a marketing behavior of a single product but a concentrated implementation of its entire AI matrix.

Recently, ByteDance's cutting - edge AI models such as Seedance and Seedream have successively undergone technological updates, achieving breakthroughs in fields such as AI video generation and high - definition image creation, and continuously attracting industry attention. This time, taking the opportunity of the Spring Festival Gala, Doubao combines large - model technology with physical products for a public - facing technology implementation demonstration. In essence, it is an important attempt by ByteDance to promote the transition of AI technology from the B - end to the C - end for public experience.