STUTTGART — At CES 2024, Mercedes-Benz unveiled a host of groundbreaking developments, cementing its vision for the hyper-personalized user experience of tomorrow, both within and beyond the vehicle. Central to these innovations is the new MBUX Virtual Assistant, a revolutionary interface that leverages advanced software and generative AI to establish a more natural and intuitive connection between driver and car. Markus Schäfer, Chief Technology Officer at Mercedes-Benz Group AG, emphasized the transformative impact of these advancements, stating, “Through advances in artificial intelligence, tomorrow’s Mercedes-Benz will know its driver like never before,” according to a press release published on EuropaWire.

The MBUX Virtual Assistant, powered by the Mercedes-Benz Operating System (MB.OS), represents a paradigm shift in human-machine interaction. This class-defining assistant combines the intelligent systems of MBUX into a singular entity, offering proactive support tailored to individual preferences. Magnus Östberg, Chief Software Officer at Mercedes-Benz AG, underscored the assistant’s hyper-personalized nature, stating, “The Mercedes-Benz user experience of tomorrow will be hyper-personalized.”

Four key characteristics—Natural, Predictive, Personal, and Empathetic—underpin the MBUX Virtual Assistant, ensuring it remains attuned to customer needs and preferences. Seamlessly blending voice and graphic interfaces, the assistant offers a conversational experience akin to interacting with a friend. Advanced 3D graphics, powered by Unity’s game engine, enhance visual communication, with animations conveying a range of emotions and states.

Integrated visual communication extends to MBUX Surround Navigation, offering real-time feedback of the vehicle’s surroundings. This feature, facilitated by MB.OS, enhances situational awareness, providing drivers with critical information at a glance. Over-the-air updates ensure access to the latest content and features, including new productivity and entertainment apps tailored to regional preferences.

Exciting partnerships further enrich the Mercedes-Benz entertainment ecosystem, with Sony Pictures Entertainment’s RIDEVU service set to enhance the video streaming offering. MBUX Collectibles introduces digital art and collectibles based on NFTs, further augmenting the personalized experience.

The Concept CLA Class, premiering at CES 2024, serves as a testament to the transformative potential of MB.OS. With its advanced chip-to-cloud architecture and deep integration into the vehicle, MB.OS lays the foundation for a hyper-personalized driving experience.

Mercedes-Benz’s unveiling at CES 2024 marks a pivotal moment in the evolution of automotive technology, promising a future where vehicles seamlessly integrate with the digital lives of their users, delivering unparalleled levels of convenience, entertainment, and personalization.