Mercedes-Benz Shifts Focus to AI and Software at CES 2024
Mercedes-Benz reveals upcoming AI-powered virtual assistants and in-car gaming features at CES 2024, signaling a major shift toward software-driven automotive experiences.
Mercedes-Benz reveals a bold new direction for its vehicles at CES 2024 by focusing heavily on software rather than traditional performance specs. The automaker previews a range of upcoming technologies for both electric and combustion cars, highlighting that the future of automotive supremacy relies on advanced in-car digital experiences rather than just horsepower.
The centerpiece of this showcase is MB.OS, an all-encompassing software suite that features the brand's most intelligent voice-controlled virtual assistant yet. Leveraging advanced artificial intelligence, the updated MBUX system allows drivers to simply say "Hey, Mercedes" to quickly control vehicle functions without navigating complex touchscreens.
Beyond the virtual assistant, Mercedes expands its push into in-car gaming and introduces a unique audio system co-developed with musician will.i.am that makes music react to driving dynamics. The company also uses the Las Vegas tech show to present the North American debut of its upcoming electric sedan, a direct competitor to the Tesla Model 3.