Back in September, Mercedes-Benz introduced the world to a sneak peek of its new next-generation vehicle lineup headlined by the Concept CLA Class sedan, and at CES 2024 they’ve pulled back the curtain for a full look at its next-gen lineup, as well as Mercedes-Benz’s new focus on AI Assistants.

This year at CES 2024, Mercedes-Benz unleashed the North American premiere of the Concept CLA Class based on the forthcoming Mercedes-Benz Modular Architecture (MMA), and with the next-generation of vehicle, the German vehicle manufacturer unveiled the MBUX Virtual Assistant that uses generative AI and advanced 3D graphics for a custom and more personalized experience. The MBUX Virtual Assistant runs off the new Mercedes-Benz Operating System (MB.OS) developed completely in-house and first showcased at CES 2024.

Chief Technology Officer and Member of the Board of Management at Mercedes-Benz Group AG, Markus Schäfer said “With our MB.OS, world-class collaborations and the latest developments in generative AI, we are transforming the relationship our customers have with their Mercedes-Benz. Our digital advances on show at CES 2024 are proof points on our journey towards the hyper-personalised Mercedes-Benz user experience” regarding the technological advancements showcased at CES 2024.

The MBUX Virtual Assistant utilizes four different emotions to interact with consumers and does so with a natural response. The new assistant also uses generative AI and proactive intelligence to make life easy, convenient and comfortable while leveraging the power of MB.OS towards daily functionality improvements like basic navigation.

At CES 2024, Mercedes-Benz is seeking new partnerships that will enhance its in-car gaming service, and has already announced a collaboration with Antstream Arcade, which will integrate cloud gaming as a new concept into Mercedes-Benz vehicles. Fans interested in the new concepts can check out the official release on the Mercedes-Benz website.