CES: Mercedes-Benz AI-powered virtual assistant

MERCEDES-BENZ introduced a new AI-powered virtual assistant at the 2024 Consumer Electronics Show (CES) in Las Vegas, offering four simulated human-like emotions.

The new MBUX Virtual Assistant uses a mix of advanced software and generative AI to allow “natural conversation”, says Mercedes-Benz, leading to a more intuitive relationship with the car – or rather, its in-built voice-activated assistant.

Until now the MBUX system has been activated with a simple ‘Hey Mercedes’ prompt but owners will no longer need to summon their assistant – they can just start talking.

As well as basic in-car commands such as changing the ambient lighting or making a phone call, the new system offers a futuristic visual experience and more control than ever.

The assistant can offer suggestions based on learnt behaviour and situational context, for example offering to dial into a meeting a driver is running late for.

Where it gets a little more confronting is the ability to incorporate ambient lighting and sound, with Mercedes-Benz suggesting it could display warm light and play soft music to accompany a “relaxing massage” – provided massage seats are optioned.

“The Mercedes-Benz user experience of tomorrow will be hyper-personalised,” explained Mercedes-Benz AG chief software officer Magnus Östberg.

“With generative AI, our MBUX Virtual Assistant brings more trust and empathy to the relationship between car and driver.

“Thanks to our MB.OS chip-to-cloud architecture, our future vehicles will provide customers with exactly what they need when they need it.”

At the core of the new virtual assistant are four programmed “personality traits”, consisting of ‘Natural’, ‘Predictive’, ‘Personal’ and ‘Empathetic’ options.

These traits are blended to create a well-rounded virtual assistant which, Mercedes-Benz reiterates, favours the Natural setting.

The effect of this, Mercedes-Benz says, is a conversation that feels like one you would have “with a friend”.

“The assistant answers questions based on general knowledge and can also ask intelligent questions to clarify intent and draw conclusions. By being predictive, the assistant can also offer proactive suggestions and routines based on situational context, learned behaviour and using generative AI,” the Mercedes-Benz statement outlined.

On top of the human-like voice that will listen to the driver and speak back, there is also visual feedback via 3D graphics where a ‘living’ Mercedes-Benz three-point star avatar uses animations to express moods and states of being. 

These animations will also let the driver know whether the assistant is listening, speaking, thinking or providing a warning of some sort, using a mix of colours, lights, movement and intensity.

The first Mercedes-Benz model to receive the new MBUX system, including the human-like assistant, will be the futuristic Concept CLA Class which also saw its North American premiere at CES.

The use of generative AI, the basis for groundbreaking systems like ChatGPT, is being adopted across the automotive industry with Kia and Volkswagen also committing to the futuristic technology.

Whether AI-powered virtual assistants or chatbots will ever make for better company than a well-meaning passenger, though, is still out for debate.