The Paper Unveils AI Strategy to Build ‘Trust Engine’ for Smart Media Era

The Paper (澎湃新闻), one of China’s most influential digital news platforms, has unveiled a comprehensive AI infrastructure strategy aimed at positioning itself as a “trust engine” for the smart media era. The announcement came at the “Riding the Waves, Symbiosis” 2026 Bund New Media Academic Exchange held in Shanghai on July 31, according to The Paper.

A Landmark Moment for Chinese Media AI Adoption

Marking its 12th anniversary since launching in 2014 as China’s first traditional media outlet to fully transition to new media, The Paper announced four key strategies: a comprehensive client upgrade to version 12.0, the “Pengpai Influence 2.0 Plan,” an AI infrastructure strategy built around three “Star” platforms, and expanded cross-industry ecosystem collaboration. The platform currently reports over 12 million daily active users, ranking first among domestic mainstream media, as Phoenix News noted.

The event drew senior officials and industry leaders, including Ding Bo, Deputy Director of the Shanghai Propaganda Department, and Hu Minghua, Party Secretary of Shanghai United Media Group. Ding described The Paper’s exploration as “a microcosm of Shanghai’s implementation of the central government’s strategic deployment on systematic reform of mainstream media,” according to Jiefang Daily.

The 12.0 Client: AI at the Core

The most visible change is the new 12.0 client, launched on July 31. The redesigned app removes all bottom tab navigation, replacing it with “AI Xiaopai,” an intelligent news companion that transforms news consumption from passive reading into interactive dialogue. The update also introduces the “Pengpai Hot List,” which surfaces social topics based on genuine user engagement rather than manipulated rankings, and a curated channel designed to offer “no algorithm, no filter bubble, quality and depth” reading experiences.

The “Star” Strategy: Three AI Workstations

At the heart of the AI infrastructure push is the “Star” strategy from Paisheng Wanwu, The Paper’s technology subsidiary. Three AI creation workstations were unveiled, as reported by The Paper:

• Constellation (星座): A super AI workstation for content creators, integrating intelligent writing, fact-checking, content polishing, and multi-format distribution
• Star Path (星途): A brand growth engine for small businesses, enabling single-person brand operations with AI-driven content and monitoring solutions
• Star Film (星映): A one-stop AI short drama creation platform that streamlines everything from script generation to final video output

The company also appointed eight senior experts as the first batch of advisors to its AI application ecosystem. The Paper’s AI adoption metrics are substantial: over 117,000 AI-generated videos, 403,000 AI visual works, and more than 306,000 AI office calls, with AI tool penetration reaching 75 percent across its editorial backend. The company has also fully open-sourced its media application capabilities through the SUPAI platform.

The “Trust Engine” Philosophy

Central to The Paper’s strategy is the concept of the “trust engine” — a deliberate response to growing concerns about AI-generated misinformation. Xia Zhengyu, President and Editor-in-Chief of The Paper, articulated this vision in his keynote address: “The Paper itself should be the trustworthy ‘intelligent agent.’ In the client era, The Paper was the ‘trust engine’ on mobile terminals; in the AI era, it must also become the ‘trust engine’ of the intelligent world.”

This philosophy resonated throughout the conference. Guo Tao, Editorial Director at Chang’an Street News, posed a pointed question: “Why do people pay for journalists’ bylines, but don’t want to pay for AI-generated content? Because the public needs facts. AI can generate information, but media takes responsibility for facts.” Zhou Baohua, Dean of Fudan University’s School of Journalism, echoed this sentiment: “Today’s public opinion field is not short of opinions and emotions; what is truly scarce is facts.”

Expert Perspectives on AI and Media

The conference featured extensive discussion on how mainstream media should navigate the AI era, as documented in The Paper’s trust engine analysis. Zhang Zhian, Distinguished Professor at Fudan University, released an observation report on The Paper’s systematic reform, noting that “‘Trustworthiness’ is an extremely difficult thing — making users naturally give full trust when seeing content, becoming users’ ‘trusted source’ and ‘trusted brand.’”

Hou Xiaojun, Vice President of Southern Media Group, was unequivocal about the limits of AI: “For any news event, reaching the scene must be done by humans, not AI.” Qian Weigang, Vice President of Zhejiang Daily Media Group, emphasized that “no matter how technology forms change, quality content always has a market,” with the core competitiveness being “truthful and credible, authoritative and professional.”

Huang Yang, Deputy Editor-in-Chief of The Paper, offered a memorable metaphor for the trust engine: “The media’s publication number and process are the foundation, quality content is the fuel, and people are the indispensable cooling system of the trust engine. Without people, this engine would collapse.”

Broader Context: China’s Mainstream Media Reform

The Paper’s strategy must be understood within the broader context of China’s push for “systematic reform of mainstream media,” a policy direction first articulated in 2024 and deepened in 2025. Shanghai has been at the forefront, with Shanghai United Media Group being the first to launch such reforms. The Paper’s journey with AI began in 2023 with text processing tools, evolved through the establishment of Paisheng Wanwu in 2024, and accelerated with the integration of DeepSeek into its editorial system in early 2025, as detailed in The Paper’s earlier coverage.

The reform report from Fudan University’s Zhang Zhian highlighted three pillars of The Paper’s transformation: maintaining “core scene + exclusive original” journalism as its foundation, evolving from a news reading terminal into a digital infrastructure for information verification and services, and becoming an “ecosystem enabler” that connects creators and partners, as reported by The Paper.

Looking Ahead

The Paper’s AI strategy represents a significant milestone in China’s media industry adoption of artificial intelligence. As the platform moves from “breaking ice” to “systematic breakthrough,” several questions remain: How will the “trust engine” concept scale across the broader media ecosystem? Can AI tools truly enhance rather than replace journalistic integrity? And how will other mainstream media outlets respond to this pioneering approach?

For now, The Paper’s message is clear: in an era of AI-generated content, trust is the ultimate differentiator. As Zhang Zhian concluded at the conference, “Reformers have a future, pioneers have a future.”