Mercedes Benz to Showcase AI-Powered Virtual Assistant at CES 2024

Mercedes Benz is coming to CES 2024, set to showcase its new virtual assistant, MBUX.

CES takes place Jan. 9-12 in Las Vegas

The AI-powered feature is being heralded by the company as the “next major step” toward its vision of a connected, personalized driving experience, offering a natural language interface drivers can use to control conditions within the car.

“An extension of you and seamlessly in tune with your needs: This is the way forward for a hyper-personalized and intuitive customer experience – in-car and beyond,” the company said. 

The automaker said the new design takes the ‘Hey Mercedes’ voice assistant into a “whole new visual dimension,” using high-resolution game-engine graphics from Unity. 

MBUX runs on the in-house Mercedes-Benz Operating System MB.OS.

“Mercedes-Benz is reinventing the digital passenger experience by leveraging AI to offer human-like interaction with the intelligent MBUX Virtual Assistant,” said Ola Källenius, Mercedes-Benz CEO. “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 MBUX will headline several digital innovations presented by Mercedes in January.

Other highlights from the company’s CES presence include the latest developments in in-car entertainment, a first-of-its-kind partnership and the North American premiere of its camouflaged prototype of its electric G-Class.