[CES 2024] Mercedes-Benz Selects Personality for In-Car 'AI Assistant'

AI-Equipped MBUX Virtual Assistant Unveiled
Choose from Four Personality Types
Various Speech Styles Included...Building Rapport with Drivers
Analyzes Situations to Offer Useful Suggestions First

Mercedes-Benz showcased its artificial intelligence (AI)-equipped 'Virtual Assistant' technology at CES 2024, the world's largest electronics and IT exhibition. This technology, which runs on Benz's proprietary operating system MB.OS, allows users to interact by selecting the personality of the 'AI Virtual Assistant.'

On the 9th (local time), Mercedes-Benz held a media conference at the Las Vegas Convention Center in the United States and unveiled the brand's most human-like interface in history, the 'MBUX Virtual Assistant.' Mercedes-Benz's new virtual assistant utilizes generative AI, cooperative intelligence, and high-level 3D graphics to enable natural interactions. It can also proactively offer useful suggestions by reading learned behaviors and situational contexts.

Users can choose the personality of the MBUX Virtual Assistant. The personalities include Natural, Predictive, Personal, and Empathetic. Natural is the default setting, providing smooth interaction with the best voice and graphic interface. Using a large language model (LLM), it offers natural conversations as if talking with a friend. The Predictive personality uses generative AI to proactively suggest optimal routes and more. Selecting the Personal personality allows users to adjust various options uniquely. Additionally, with neural voice technology capable of expressing diverse tones, users can build empathy with the AI assistant.

Mercedes-Benz CLA concept car exhibited at the CES 2024 booth
[Photo by Woo Su-yeon]

Mercedes-Benz also announced the launch of 'MBUX SOUND DRIVE' in collaboration with American artist and entrepreneur will.i.am. This technology enables music to respond to vehicle driving movements through software, which is expected to transform the way music is enjoyed inside vehicles.

At the event, Mercedes-Benz unveiled the concept car CLA-Class and a camouflaged prototype of the all-electric G-Class for the first time in North America. The CLA concept, based on the new Modular Architecture (MMA), can travel 750 km on a single charge (WLTP standard), the longest driving range in its class. Utilizing Mercedes-Benz's self-developed next-generation electric drive unit (MB.EDU), it can achieve up to 400 km of driving range with just a 15-minute charge.

Markus Sch?fer, Chief Technology Officer (CTO) of Mercedes-Benz Group, emphasized, "Mercedes-Benz is transforming the relationship between customers and vehicles through the new dedicated operating system MB.OS, collaboration with global partners, and the latest developments in generative artificial intelligence."

This content was produced with the assistance of AI translation services.