DeepSeek and the future of algorithmic ‘influence’

DeepSeek may be a smarter alternative to Xiaohongshu when it comes to product discovery. Recently, Ayur, the founder of Chinese fine jewelry label Yin, shared a short video on her personal channel titled “Where do customers come from? DeepSeek recommends.” The clip highlighted a new example of how DeepSeek is reshaping the discovery journey. In the video, Ayur recalled a visit to Yin’s boutique at WF Central in Beijing, where a male customer shared that he had discovered the brand through DeepSeek after searching, “Which necklace brands are good?” Guided by the platform’s AI recommendation system, he eventually purchased pieces from Yin’s debut 24K gold line, the Circle of Life collection, including the Möbius ring necklace as gifts for his wife and daughter. The customer also described his experience being “algorithmically inspired” on DeepSeek. Based on his query, the platform presented a structured comparison of jewelry brands across high, mid, and entry-level price points, giving him a clear view of the market. He noted that he was no longer drawn to mass-market or well-known chains, which, in his view, often carry high prices without offering meaningful design. What he sought was a piece that went beyond material value — something with distinct aesthetics and cultural depth. Interestingly, DeepSeek’s analysis showed that Yin’s minimalist aesthetic might not appeal to fans of ornate designs. But for this particular customer, who prefers refined simplicity, the recommendation was exactly what he wanted. Ayur said that for users searching for accessories without a specific brand in mind, AI-powered platforms like DeepSeek have already surpassed social recommendation apps like Xiaohongshu and Zhihu in both efficiency and objectivity. She added that in decision-heavy situations, DeepSeek provides a more structured, engaging, and neutral form of guidance. Following the video’s release, Ayur told Jing Daily that this was actually the third customer to discover the brand through AI search — it was just the first time the story was captured on camera. The Jing Take Since its founding in 2014, Yin has remained committed to its “real gold, real design” philosophy, blending Eastern cultural thought with contemporary aesthetics to stand out in China’s niche fine jewelry space. Its recent appearance via AI search platform DeepSeek not only brought the brand to new audiences but also pointed to a larger shift: intelligent search is becoming a key gateway for brand discovery and content distribution. According to data from Aicpb, DeepSeek’s mobile app, launched on January 11, 2025, reached 22.15 million daily active users by the end of the month and topped the App Store charts in 157 countries and regions, with a significant share of international users. The platform’s rapid ascent signals that DeepSeek is no longer a niche tool for tech enthusiasts but an emerging global interface shaping how consumers search, decide, and engage. How AI is changing brand seeding Traditional “product seeding” has long relied on influencer content, social media buzz, and crowd-based validation — mechanisms rooted in emotional appeal and community belonging. But for smaller or design-driven labels like Yin, which focus on cultural narrative and aesthetic depth, such systems often obscure rather than elevate. In contrast, DeepSeek’s AI-driven recommendations, based on user intent, queries, preferences, and brand-level data, offer a new pathway for niche, high-quality brands to be meaningfully surfaced. As early as March, Lai Junzhu, founder of Taibo Consulting and former CSO of Dongxi Global Culture Group, noted in an interview with Jing Daily that technology would increasingly drive brand marketing strategy. Platforms like DeepSeek, he said, open up new modes of connection by embedding content discovery within everyday apps — allowing for more seamless, engaging, and even educational forms of brand interaction. As consumers grow more reliant on intelligent search in their decision-making, a brand’s ability to be surfaced through AI is fast becoming a new benchmark of digital relevance. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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DeepSeek and the future of algorithmic ‘influence’