Mercedes-Benz introduced its enhanced AI virtual assistant and navigation system, MBUX, at CES 2024. The automaker showcased its latest machine-and-person experiences, powered by the in-house developed MB.OS. The key components of the Mercedes-Benz vehicle experience include the upgraded generative AI MBUX Virtual Assistant and MBUX Surround Navigation.
The MBUX Virtual Assistant is designed to provide a hyper-personalized user experience. Customers can customize the assistant with four personality traits: Natural, Predictive, Personal, and Empathetic. It uses generative AI, situational context, and learned behavior to offer proactive suggestions based on the driver’s actions, statements, and moods. The assistant also incorporates 3D animations created by Unity’s game engine to enhance voice interactions.
In terms of navigation, MBUX Surround Navigation takes conventional navigation apps to a new level. It provides relevant situational content surrounding the vehicle, such as 3D graphics indicating hazards, pedestrians, and traffic ahead. By combining route guidance and data from vehicle sensors, the driver can see what the car sees, enhancing the overall driving experience.
In addition to the virtual assistant and navigation system, Mercedes-Benz is expanding its content, entertainment, and productivity apps based on customer needs and preferences. The company uses over-the-air updates to add features, apps, and content to its vehicles. For instance, Zoom and WebEx video conferencing are currently supported in new E-Class vehicles, with Microsoft Teams meetings set to be added in the first quarter of 2024. Mercedes-Benz is also partnering with Sony Picture Entertainment to bring the RIDEVU service, offering a curated library of films for streaming, to its vehicles.
To further personalize the driving experience, Mercedes-Benz introduced MBUX Collectibles, an in-car app that creates a digital art gallery and supports NFT collectibles. The app can connect to the customer’s digital wallet and display various collections.
The demonstrations at CES showcased Mercedes-Benz’s MB.OS, MBUX Virtual Assistant, MBUX Surround Navigation, and MBUX Collectibles. The company aims to provide a highly personalized user experience in the future. While a specific release date was not provided, Mercedes-Benz stated that vehicles built with the Mercedes-Benz Modular Architecture (MMA) platform will be the first to feature these enhancements.
With the introduction of its enhanced AI virtual assistant and navigation system, Mercedes-Benz is striving to differentiate its brand by offering a personalized and immersive driving experience. As other automakers, like Volkswagen, also explore generative AI integration, it will be interesting to see how this technology evolves and shapes the future of driving.
