Mercedes-Benz Unveils Groundbreaking MBUX Virtual Assistant at CES 2024

At CES 2024, Mercedes-Benz is set to revolutionize the automotive user interface landscape with its latest innovation – the MBUX Virtual Assistant. Representing a leap forward in generative AI technology, the MBUX Virtual Assistant promises a more human-like and intuitive interaction between drivers and their vehicles.

Powered by advanced software and generative AI, the MBUX Virtual Assistant marks a paradigm shift in the way users engage with their cars. The 'Hey Mercedes' voice assistant, now enhanced with high-resolution Unity game-engine graphics, takes on a new visual dimension. Running on the in-house-developed Mercedes-Benz Operating System (MB.OS), the rollout begins with vehicles on the upcoming MMA platform (Mercedes-Benz Modular Architecture). The Concept CLA Class, making its North American debut at CES 2024, provides a glimpse into the future of MB.OS.

Markus Schäfer, Member of the Board of Management at Mercedes-Benz Group AG and Chief Technology Officer, expressed enthusiasm about the transformative potential of artificial intelligence: "Through advances in artificial intelligence, tomorrow’s Mercedes-Benz will know its driver like never before. The latest proof points on show at CES provide an exciting glimpse of what lies ahead."

The MBUX Virtual Assistant goes beyond traditional voice commands, incorporating generative AI and proactive intelligence to provide seamless, context-aware interactions. From suggesting personalized routines based on learned behavior to automating tasks like joining conference calls, the assistant aims to make life easier and more convenient for drivers.

Magnus Östberg, Chief Software Officer at Mercedes-Benz AG, emphasized the hyper-personalized nature of the MBUX Virtual Assistant: "The Mercedes-Benz user experience of tomorrow will be hyper-personalized. With generative AI, our MBUX Virtual Assistant brings more trust and empathy to the relationship between car and driver."

The assistant is built on four key personality traits – Natural, Predictive, Personal, and Empathetic. The combination of these traits ensures a fully-rounded, personalized interaction with the driver. Natural language processing, proactive suggestions, emotional neural voices, and customizable options contribute to a unique and tailored experience.

Visual communication is elevated with powerful 3D graphics created with Unity's game engine. The MBUX Virtual Assistant introduces a 'living' star avatar, expressing various moods and states through animations. These animations provide intuitive cues about the assistant's activities, enhancing the driver's connection with the vehicle.

MBUX Surround Navigation, facilitated by MB.OS, brings a new dimension to route guidance. Real-world views of the car's surroundings, integrated with 3D graphics, offer an intuitive overview of traffic, pedestrians, and route guidance. This feature enhances situational awareness, particularly in urban environments.

Mercedes-Benz is also expanding its app ecosystem with over-the-air updates, introducing a Meetings app for Microsoft Teams conferences, and adding new third-party apps for productivity and entertainment. The addition of Sony Pictures Entertainment's RIDEVU service enhances the video streaming experience, offering on-demand access to a curated library of films directly within Mercedes-Benz vehicles.

In a nod to the growing trend of digital art, Mercedes-Benz introduces MBUX Collectibles, the first in-car app showcasing digital art and collectibles based on NFTs. The Concept CLA Class, running on MB.OS, serves as a tangible representation of Mercedes-Benz's commitment to hyper-personalization and digital innovation.