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Mercedes-Benz Unveils AI-Powered Virtual Assistant, Redefining In-Car Experience at CES 2024

Stuttgart/Las Vegas, January 10, 2024 – Mercedes-Benz has taken a leap forward in automotive innovation at CES 2024 by introducing the MBUX Virtual Assistant, a revolutionary interface powered by generative AI. This transformative technology heralds a new age in how drivers interact with their vehicles, offering a highly personalized and intuitive user experience.

The MBUX Virtual Assistant, built on the in-house developed Mercedes-Benz Operating System (MB.OS), marks a significant advancement from the existing ‘Hey Mercedes’ voice assistant. Integrating advanced software and AI, it promises a more natural and empathetic interaction, akin to conversing with a human companion. This cutting-edge system will debut in vehicles on the forthcoming Mercedes-Benz Modular Architecture (MMA) platform, with the Concept CLA Class being the first to showcase it.

Markus Schäfer, Member of the Board of Management at Mercedes-Benz Group AG, emphasized the role of artificial intelligence in enhancing customer experiences both within and beyond the car. The MBUX Virtual Assistant epitomizes this vision, offering proactive support and suggestions based on learned behavior and situational context, thus making everyday tasks more convenient and comfortable.

Magnus Östberg, Chief Software Officer at Mercedes-Benz AG, highlighted the hyper-personalized nature of the MBUX Virtual Assistant. Its ability to understand and empathize with users is a testament to the advanced generative AI and chip-to-cloud architecture of the MB.OS system.

The assistant’s effectiveness is attributed to four key characteristics – Natural, Predictive, Personal, and Empathetic. These traits ensure seamless interaction, proactive intelligence, and a personalized experience tailored to individual preferences.

In addition to its conversational capabilities, the MBUX Virtual Assistant features advanced 3D graphics powered by Unity’s game engine, enhancing visual communication. A unique ‘living’ star avatar expresses emotions and states, adding an intuitive and emotional dimension to the interaction.

MBUX Surround Navigation is another highlight, blending real-time route guidance with driving assistance. This feature provides an enhanced situational awareness by merging a real-world view of the car’s surroundings with its reactions, all depicted through vivid 3D graphics.

Mercedes-Benz also expands its offering with a diverse range of third-party apps for entertainment, productivity, and more. These include collaborations with Microsoft Teams, Zoom, WebEx,, and Sony Pictures Entertainment’s RIDEVU service, further enriching the in-car experience.

Additionally, MBUX Collectibles introduces a novel digital art and NFT platform, allowing users to create a private art gallery and explore curated digital exhibitions by Mercedes-Benz.

The Concept CLA Class, premiering at CES 2024, not only showcases the MB.OS but also hints at the future of Mercedes-Benz as a hyper-personalized component of the digital lifestyle. The MB.OS architecture, encompassing various domains from Infotainment to Driving & Charging, underpins this vision, ensuring that Mercedes-Benz vehicles remain at the forefront of technological innovation.

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