Mercedes-Benz is gearing up for a busy CES 2024 show in Las Vegas in January, with the auto giant teasing an AI-powered MBUX infotainment system alongside a handful of other concepts and bits of technology.
It claims the MBUX Virtual Assistant is “game-changing” in the way it combines high-resolution graphics from gaming specialist Unity, as well as the next chapter in its experiments with artificial intelligence via the 'Hey Mercedes' voice assistant.
All that has been revealed so far is a single teaser image, with the interior of the brand's Concept CLA Class, which will also be on display at the show, revealing a new graphical interface on the extended 'Superscreen' that is now the takes up the largest part. of the dash.
According to Mercedes-Benz, the advanced AI-powered feature “combines the intelligent systems of MBUX into one whole and presents an expressive new face to the customer with natural interaction”, indicating that the infotainment system will now have a kind of characterful 'face' when interacting with the built-in voice assistant.
This technology will also provide a demonstration of what is possible using the latest Mercedes-Benz built operating system, MB.OS, which Dr. Michael Hafner (vice president MB.OS Base Layer and MBUX) says it will “perfectly connect the vehicles to the cloud and IoT, covering four central domains: powertrain, autonomous driving, infotainment and bodywork and comfort systems.
There's little additional information on the updated Voice Assistant, with the German brand understandably keeping its cards close to its chest ahead of the big reveal at CES 2024.
However, Mercedes-Benz CEO Ola Källenius hinted that the AI-powered virtual assistant will “reinvent the digital passenger experience” and that it will include “empathetic features that sync with your driving style and mood,” suggesting the voice assistant could change personality, depending on the selected driving mode.
Is this Merc's idea of future luxury?
We've already seen the heavily lit Concept CLA-class that will grace Mercedes-Benz's stand at CES 2024 early next year, but the announcement of increased AI in its vehicles signals what the German brand says amounts to a 'premium' -car? 'in-car experience in the future?
The advent of electric cars has arguably leveled the playing field in the automotive sector, and a number of 'legacy' luxury brands are struggling to break the introduction of some excellent electric start-ups (Lucid is just one example), as well as previous budgets. brands, such as Kia and Hyundai, continue to drive upmarket.
It looks like Merc's Superscreen-clad interior could be the answer, with a humanized personal assistant taking care of the mundane daily tasks while the owner manages the morning traffic. You no longer just buy a car, but a life administrator, it seems.
It's an interesting take, but can screens, AI and gaming engine graphics really create the 'timeless' and inimitable atmosphere that people in the luxury market typically look for? I'm not so sure, and I'm convinced this is further evidence that the endless digitalization of the car will change the definition of a premium car manufacturer in the future… and it's an issue that the establishment is currently addressing has wavered.