Mercedes-Benz says it will present its vision of a hyper-personalised user experience (UX) at CES 2024. Mercedes claims the AI-powered MBUX Virtual Assistant takes driver-car relationship into ‘new dimension’ with ‘natural, human-like interaction.’

The company says the vision of the MBUX Virtual Assistant takes the ‘Hey Mercedes’ voice assistant into a whole new visual dimension with high-resolution game-engine graphics from Unity. The advanced AI-powered feature combines the intelligent systems of MBUX into a single entity and presents an ‘expressive new face to the customer with natural interaction’.

Running on the in-house developed Mercedes-Benz Operating System MB.OS, the MBUX Virtual Assistant headlines several digital innovations to be presented in January.

Ola Källenius, CEO, Mercedes-Benz, said: “Mercedes-Benz is reinventing the digital passenger experience by leveraging AI to offer human-like interaction with the intelligent MBUX Virtual Assistant. It includes empathetic characteristics that sync with your driving style and mood. Paired with our in-house MB.OS architecture, this approach will define the future of digital luxury.”

The Concept CLA Class celebrates its North American premiere at CES 2024. Based on the MMA (Mercedes Modular Architecture) and MB.OS, it offers a close-to-production insight into the future family of four vehicles. There will also be a North American premiere of the camouflaged prototype of the electric G-Class.

See also: Mercedes, Mercedes-AMG and smart future models

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.