Mercedes-Benz showcased cutting-edge digital technologies powered by AI at CES 2024, signaling a transformative shift in the customer experience within and beyond the vehicle. One of the highlights is the introduction of the AI-powered MBUX Virtual Assistant, a human-like interface that employs generative AI and advanced 3D graphics to enhance interactions between customers and their vehicles. Operating on the newly developed Mercedes-Benz Operating System (MB.OS), this virtual assistant promises a highly personalized and natural digital experience.

Markus Schäfer, Member of the Board of Management at Mercedes-Benz Group AG and Chief Technology Officer, emphasized the company’s commitment to hyper-personalized user experiences through MB.OS, world-class collaborations, and advancements in generative AI.

The MBUX Virtual Assistant, showcased at CES 2024, stands out as the most human-like interface in a Mercedes-Benz vehicle to date. It leverages MB.OS to offer natural and empathetic interactions, featuring four different emotions to better align with customer needs. The combination of generative AI and proactive intelligence aims to simplify and enhance the overall driving experience, making it easy, convenient, and comfortable for users.

Furthermore, Mercedes-Benz is expanding its in-car app portfolio with features like MBUX Surround Navigation, seamlessly integrating route guidance and assistance. The company is also introducing MBUX Collectibles, its first in-car app showcasing NFTs, such as the limited-edition Mercedes-Benz NXT Superdackel collection.

At CES 2024, the North American premiere of the Concept CLA Class, based on the Mercedes-Benz Modular Architecture (MMA), highlights the brand’s innovative electric drive and sustainability efforts. With a predicted single-charge range of over 466 miles and energy efficiency from a new in-house electric drive unit (MB.EDU), the Concept CLA Class sets a new standard for electric vehicles.

Mercedes-Benz is revolutionizing in-car entertainment through groundbreaking partnerships. The collaboration with will.i.am led to the development of MBUX SOUND DRIVE, transforming the way music is experienced in the car by dynamically responding to driving styles. Another partnership with Audible and Amazon Music brings immersive audio storytelling to the vehicle, using Dolby Atmos for an unparalleled in-car entertainment experience.

The brand is also making strides in in-car gaming, partnering with Antstream Arcade to integrate cloud gaming into the vehicle. Additionally, Mercedes-Benz’s own vision for immersive in-car gaming, demonstrated in the E-Class, combines MBUX computing power with interior vehicle sensors and actuators for a futuristic gaming experience.

A significant milestone is the introduction of DRIVE PILOT, the first SAE Level 3 conditionally automated driving system certified in the U.S. It is available on select 2024 EQS sedan and S-Class models, with customer deliveries set to commence in early 2024.

Mercedes-Benz’s showcase at CES 2024 demonstrates its commitment to delivering innovative and personalized digital experiences, marking a significant step towards redefining the relationship between customers and their vehicles.