China's second-biggest e-commerce player JD.com Inc has joined forces with Baidu, China's leading internet search provider, to offer customers a more tailored e-commerce experience.

Under the partnership announced on Thursday, Baidu's flagship mobile search app will provide JD with "first-level" access to millions of its users of its core search platform, mapping and music and video services. The move will allow users to purchase JD products within the Baidu apps.

The two companies will leverage their big data resources, combining JD's insights into consumer behavior with the reach of Baidu to help effectively target consumers.

As Baidu continues to strengthen its leadership in AI, the company is looking to open multiple core AI capabilities and explore new applications for the technology.

The partnership with JD is a major step forward in applying Baidu's big data and AI capabilities, as well as creating a powerful engine for retailers to better understand their target markets.