Mercedes Unveils Virtual Assistant with AI at CES Electronics Show

On Jan 8, Mercedes-Benz announced a new step forward in using artificial intelligence in cars at the CES electronics show, launching a new virtual assistant that can provide in-depth suggestions and chat with users. The company said the assistant could speak in different tones and emotions and ask intelligent questions to clarify what was being asked.

"The car is your dialogue partner. You can ask questions, have a conversation, be productive," Mercedes' chief technology officer, Markus Schaefer, said at a press roundtable in Las Vegas.

The assistant will be rolled out in vehicles, including the new concept CLA class, an all-electric take on the carmaker’s smaller four-door model, premiering in North America at the trade show. With electric-vehicle hardware less complex and variable than that of combustion-engine cars, carmakers are looking to set themselves apart in their software offerings.

Voice assistant technology in cars is becoming increasingly sophisticated, from personalized avatars to AI technology. On Jan 8, Volkswagen launched its first voice-assisted vehicle that incorporates ChatGPT technology. This allows drivers to search for advertising content while driving.

Volkswagen said its assistant will be able to talk to users by the middle of this year, remembering previous questions and responding to information. Mercedes-Benz said the additional features of the new voice assistant validate the answers it provides. Recommendations are verified using the cloud and customer data—for example, a self-report if a restaurant or supermarket is closed.