At the forefront of the 2024 Consumer Electronics Show, Mercedes-Benz unveiled its vision for the future of automotive user experience, prominently featuring the state-of-the-art MBUX Virtual Assistant. This innovative feature, powered by sophisticated generative AI, marks a significant leap in how drivers interact with their vehicles, offering a highly personalized and intuitive interface.

Mercedes-Benz MBUX Virtual AssistantIntegrated within the Mercedes-Benz Operating System (MB.OS), the MBUX Virtual Assistant is set to debut on the latest Mercedes-Benz Modular Architecture (MMA) platform, with the Concept CLA Class giving a tantalizing preview of what’s to come.

Revolutionizing Interaction: The MBUX Virtual Assistant

Markus Schäfer, a key figure on the Board of Management at Mercedes-Benz Group AG, emphasized the transformative potential of these advancements. He highlighted the deep personalization that AI brings to the driving experience, making Mercedes-Benz vehicles not just modes of transportation but integral, proactive participants in their users’ lives.

At the heart of this transformation is the MBUX Virtual Assistant, an interface that epitomizes natural interaction and proactive intelligence. Building on the foundation laid by the VISION EQXX, this system represents a synergy of MBUX’s intelligent systems, presenting itself not just as a tool but as a companion that understands and anticipates the driver’s needs.

The system’s predictive capabilities, powered by generative AI, offer personalized suggestions and automate tasks based on the driver’s habits and preferences, seamlessly integrating with the vehicle’s ambient features to enhance the driving experience.

Magnus Östberg, the Chief Software Officer at Mercedes-Benz AG, underscored the hyper-personalization that the MBUX Virtual Assistant brings to the table. The system’s ability to understand and empathize with users, combined with the robust MB.OS architecture ensures that the vehicle meets the driver’s needs precisely when needed.

Underlying the MBUX Virtual Assistant are four core principles: Natural, Predictive, Personal, and Empathetic. These principles converge to create an assistant that communicates naturally, anticipates needs, personalizes interactions, and connects emotionally with the user.

Whether through voice commands, intelligent suggestions, or emotional intelligence, the MBUX Virtual Assistant is designed to be an extension of the driver’s own thoughts and preferences.

Mercedes-Benz MBUX Virtual AssistantVisual interaction takes a leap forward with the MBUX Virtual Assistant, utilizing advanced 3D graphics to create an intuitive and emotionally resonant experience. The ‘living’ star avatar, a central feature of the interface, uses animations to convey a range of emotions and states, making communication with the vehicle more intuitive and human-like.

Enhanced Connectivity and Personalization

In addition to personal interaction, MBUX Surround Navigation redefines route guidance by merging it with real-time environmental awareness. This feature provides the driver with a comprehensive view of their surroundings and the vehicle’s interactions with them, enhancing situational awareness and driving safety.

The MBUX ecosystem continues to expand with new third-party apps and content, offering increased productivity, entertainment, and convenience. These offerings are kept fresh and tailored to individual preferences through over-the-air updates, ensuring that the in-car experience is always at the cutting edge.

The partnership with Sony Pictures Entertainment introduces RIDEVU, a cutting-edge video streaming service that enriches the in-vehicle entertainment experience. This service allows Mercedes-Benz customers to access a vast array of video content, offering advanced controls and features designed specifically for in-car use.

MBUX Collectibles introduces a unique dimension to the user interface by integrating digital art and NFT-based collectibles. This feature allows users to create a personal art gallery within their vehicle, offering a glimpse into the rich heritage of Mercedes-Benz design and the promise of future technological advancements.

The Future on Display: Concept CLA Class and MB.OS

The unveiling of the Concept CLA Class at CES 2024 marked the debut of the MB.OS as the foundation for this new era of personalized Mercedes-Benz vehicles. The show car not only offers a preview of the upcoming range of vehicles but also showcases the intricate architecture and advanced components that make this vision a reality.

Mercedes-Benz MBUX Virtual AssistantAs Mercedes-Benz continues to innovate and integrate advanced technologies into its vehicles, the MB.OS serves as the cornerstone of this evolution, ensuring that Mercedes-Benz vehicles remain synonymous with luxury, innovation, and personalization.

The utilization of Digital Extras in Mercedes-Benz vehicles requires adherence to specific terms and conditions, ensuring that customers have a seamless and hassle-free experience while enjoying the latest features and content tailored to their preferences.


In summary, Mercedes-Benz’s presentation at CES 2024 paints a future where the vehicle is more than just a means of transportation; it’s a personalized, intelligent companion that enhances every aspect of the driving experience. Through the integration of advanced AI, intuitive user interfaces, and a commitment to personalization, Mercedes-Benz is setting new standards for what a vehicle can be.


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