Joining the personal AI agent battle! Doubao is reportedly launching a personal assistant product called "Spell," which has already been in internal testing since April.

ByteDance's Doubao is simultaneously focusing on both enterprise and consumer markets, accelerating the development of its AI assistant product matrix.

According to Sina Tech, Doubao is accelerating the product rollout in the personal assistant field, planning to deeply integrate its internal exploration project, codenamed "Spell," with its existing products. The new product is expected to launch soon. This move comes against the backdrop of Meta and OpenAI launching personal assistant products like Muse and "o," and the continued growth of overseas markets, putting pressure on Doubao from international competitors.

Meanwhile, at the end of August, Doubao officially launched "Doubao Work," an agent product for enterprise office scenarios, further intensifying the competitive landscape of the domestic office agent market.

The simultaneous advancement of the two product lines signifies that Doubao is extending from its previous relatively focused enterprise market to the broader consumer personal assistant market, attempting to establish more comprehensive product coverage in the key track of AI assistants.

Personal assistant product acceleration: Project Spell emerges

According to Sina Tech, Doubao's foray into personal assistants began earlier than the outside world realized. An insider revealed that in April of this year, Doubao began internal testing of an exploratory product in the personal assistant field, codenamed "Spell," primarily led by the Doubao mobile assistant team. However, due to factors such as the release of the Doubao mobile phone, it has not been officially disclosed to the public.

According to the source, as personal assistant products like Muse and Instinct gain market attention overseas, Doubao is accelerating the release of its personal agent capabilities. The new product plan will deeply integrate the capabilities of the Spell project with the Doubao conversational team, with both teams jointly responsible, and is expected to launch soon.

From a product development perspective, this strategy is predictable. In December 2025, the technical preview version of Doubao Mobile Assistant made its debut, initially featured on the Nubia M153 engineering prototype developed in collaboration with ZTE. In September 2026, the consumer version was officially released, with the Nubia NaviX Ultra as the final device, emphasizing everyday usability and stability compared to the preview version. Project Spell and subsequent Doubao Assistant products can be seen as Doubao extending its accumulated personal agent capabilities on mobile devices into independent application forms.

Enterprises have already made their move: Doubao Work has officially entered the office agent market.

Before its personal assistant product was officially launched, Doubao had already established a presence in the enterprise market. On August 25, Doubao officially released "Doubao Work," an agent product for enterprise office scenarios, positioned as an enterprise-level agent for productivity scenarios.

According to the official introduction, Doubao Work can independently break down tasks, call tools, and continuously advance complex workflows around user goals. Its basic capabilities cover daily office scenarios such as writing proposals, organizing meeting minutes, drafting reports, conducting research and summarizing, and analyzing tables. It supports the generation and editing of various content formats such as documents, tables, PPTs, images, videos, web pages, and applications.

In more complex task scenarios, Doubao can directly operate the browser and computer after user authorization, processing data, collecting information, filling out forms, and comparing data across software. Long-running tasks can also be continuously executed using cloud computers, without interruption even when the local machine is shut down. Furthermore, users can remotely control their computers via mobile phones to continue unfinished work while away from home. For multi-agent collaboration, users can utilize tools from different professional fields such as data analysis, content planning, scientific research, and finance, or form multiple specialized agent "work teams" to collaborate on specific tasks.

Currently, the PC version of Doubao Work is available for download from the official website. Users can receive a free 30-day subscription after downloading, logging in, or upgrading. Doubao's entry into the market adds another heavyweight player to the already fierce competition among Tencent, Alibaba, and Baidu for office agents.

With two lines of development proceeding simultaneously, the competitive landscape is becoming increasingly fierce.

Doubao's current product strategy shows a clear two-pronged approach: on the enterprise side, it is entering the office agent market with "Doubao Work", while on the consumer side, it is targeting overseas competitors with its soon-to-be-launched personal assistant product.

From a competitive perspective, the domestic enterprise market has become a battleground for major companies such as Tencent, Alibaba, and Baidu. The entry of Doubao Work will further compress the space for differentiation among the various parties. In the consumer personal assistant market, the domestic players will face direct reference pressure from overseas products such as Meta Muse and OpenAI "o". The product pace and capability boundaries of domestic players will be more directly tested by the market.

For investors, whether Doubao can simultaneously achieve effective user growth and commercialization on two fronts will be an important window into observing the competitiveness of ByteDance's AI business.

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