Mercedes-Benz Reveals Hyper-Personized AI-Powered User Experience for CES 2024

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Mercedes-Benz will help revolutionize the digital passenger experience with its groundbreaking unveiling of the AI-powered MBUX Virtual Assistant at CES 2024 next month. This cutting-edge technology aims to elevate the driver-car relationship by introducing a hyper-personalized and intuitive customer experience both within the vehicle and beyond.

The MBUX Virtual Assistant transcends conventional voice assistance, taking the familiar ‘Hey Mercedes’ to an entirely new visual dimension. Utilizing high-resolution game-engine graphics from Unity, this advanced AI feature seamlessly integrates the intelligent systems of MBUX into a unified entity, presenting a fresh and expressive interface to the user through natural interaction. Developed to run on the Mercedes-Benz Operating System MB.OS, this virtual assistant is a key player in a suite of digital innovations to be showcased in January.

Ola Källenius, CEO of Mercedes-Benz, emphasizes the brand’s commitment to reinventing the digital passenger experience. By leveraging AI, the MBUX Virtual Assistant offers a human-like interaction that includes empathetic characteristics synchronized with the driver’s style and mood. Combined with the proprietary MB.OS architecture, this approach is poised to redefine the future of digital luxury.

One of the highlights at CES 2024 is the North American premiere of the Concept CLA Class, a vehicle that provides a close-to-production glimpse into the future family of four vehicles. Built on the Mercedes Modular Architecture (MMA) and powered by MB.OS, this concept vehicle embodies the electric future of the brand. Additionally, visitors to the Mercedes-Benz booth at the Las Vegas Convention Centre will have the opportunity to witness the North American premiere of the camouflaged prototype of the electric G-Class, further emphasizing the brand’s commitment to an electrified future.

To delve deeper into these defining moments, attendees are invited to visit Mercedes-Benz at booth #4941 in the West Hall. On January 9, 2024, the brand will host insightful press updates at its booth, featuring a keynote introduction titled “Defining our Vision of your hyper-personalized Mercedes-Benz user experience – in-car and beyond” by Chief Technology Officer Markus Schäfer and Chief Software Officer Magnus Östberg at 11:00 a.m. PST. Later in the day, at 2:30 p.m. PST, special sessions will focus on “A new level of immersive entertainment with Mercedes-Benz,” shedding light on new digital features and industry-first collaborations with world-leading partners. Mercedes-Benz’s presence at CES 2024 promises to be a pivotal moment in the evolution of automotive technology and digital luxury experiences.


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