Mercedes-Benz anticipates a dynamic presence at CES 2024 in Las Vegas, promising a groundbreaking AI-infused MBUX infotainment system alongside various cutting-edge concept cars and technologies.
The MBUX Virtual Assistant, deemed “game-changing,” ingeniously integrates high-resolution graphics from Unity, a gaming specialist. This innovation marks a significant leap in the brand’s exploration of Artificial Intelligence, showcased through its ‘Hey Mercedes’ voice assistant.
A sole teaser image teases the Concept CLA Class’s interior, set to grace the CES exhibition. The extended ‘Superscreen’ dominates the dashboard with a novel graphic interface. Mercedes-Benz asserts that this advanced AI feature unifies MBUX systems, presenting a distinctive ‘face’ for natural interactions with the built-in voice assistant.
The technology not only introduces the capabilities of Mercedes-Benz’s latest Operating System, MB.OS, but it also emphasizes its role in seamlessly connecting vehicles with the cloud and the Internet of Things (IoT). MB.OS governs four key domains: Powertrain, Autonomous Driving, Infotainment, and Body and Comfort Systems, according to Dr. Michael Hafner, Vice President of MB.OS Base Layer and MBUX.
Details about the enhanced Voice Assistant remain scant, as Mercedes-Benz maintains secrecy before the CES 2024 unveiling. Ola Källenius, the CEO, intriguingly hinted that the AI-powered virtual assistant will “reinvent the digital passenger experience” with empathetic characteristics synchronizing with the driver’s style and mood, adapting its personality to the selected driving mode.
Exploring Mercedes-Benz’s Vision of Future Luxury
Is this Mercedes-Benz’s vision of luxury in the future? The illuminated Concept CLA Class, set for CES 2024, raises questions about the brand’s commitment to an enhanced in-car experience.
As electric vehicles (EVs) level the playing field, traditional luxury brands face challenges from innovative startups like Lucid and the upward mobility of budget brands like Kia and Hyundai.
Mercedes-Benz’s Superscreen-equipped interior introduces a humanized personal assistant to manage daily tasks during the morning commute. It’s a shift from purchasing a car to acquiring a life admin companion.
Yet, can screens, AI, and gaming graphics truly create the timeless luxury ambiance sought by the market? Doubts linger, raising questions about the impact of digitalization on defining premium automakers in the future. The establishment seems unsettled by this ongoing transformation.