I'll assume the coefficients are independent of $u\,.$ There is no standard variational problem associated with this PDE for nonzero $b_i\,.$ The reason is that for a linear PDE to admit a variational formulation, at least on $\mathbb{R}^n\,,$ it needs to be symmetric. But $\langle v,b_i\partial_i u\rangle=\langle b_iv,\partial_i u\rangle=-\langle (\partial_i b_i)v+b_i\partial_i v,u\rangle.$ So for it to be symmetric you need $-(\partial_i b_i)v-b_i\partial_i v=b_i\partial_i v\iff -v\,\partial_ib_i=2b_i\partial_i v$ for all $v\,.$ Taking $v=1$ in some neighbourhood, this gives that $\partial _i b_i=0$ there, hence everywhere since the location was arbitrary, and this implies that $b_i\partial_iv=0$ for all $v\,,$ which implies that $b_i=0\,.$
Notice this also explains why PDE's in divergence form as you've stated have a variational formulation: $\langle v,\partial_i(a_{ij}\partial_j)u\rangle=-\langle \partial_i v,a_{ij}\partial_ju\rangle=\langle \partial_j(a_{ij}\partial_i) v,u\rangle=\langle \partial_i(a_{ij}\partial_j) v,u\rangle$ if $a_{ij}$ is symmetric, and so the operator is symmetric as well.
Edit: Since this was mentioned in the other answer, maybe I should make clear what I mean by standard variational formulation: A variational formulation for which there is a functional such that $I'[u]$ is the PDE operator (which was the question), with respect to the $L^2$ inner product. Since no inner product was specified I just assumed it was $L^2$. However lots of PDEs admit variational formulations that aren't of this form that are typically said to not have variational formulations, such as the heat equation.