Mercedes-Benz Unveils Revolutionary Digital Advancements and Hyper-Personalized Experiences at CES 2024

Mercedes Benz
Welcome to Vegas! Mercedes-Benz reveals its vision for a hyper-personalised user experience at CES, 9-12 January 2024. // Willkommen in Vegas! Mercedes-Benz enthüllt auf der CES vom 9. bis 12. Januar seine Vision für ein hyperpersonalisiertes Kundenerlebnis.

Mercedes-Benz Unveils Revolutionary Digital Advancements and Hyper-Personalized Experiences at CES 2024.

At CES 2024, Mercedes-Benz is redefining the automotive landscape with an impressive array of digital innovations aimed at transforming the customer experience. Central to this showcase is the introduction of the MBUX Virtual Assistant, a cutting-edge interface powered by generative AI and advanced 3D graphics. This virtual assistant, running on the newly developed Mercedes-Benz Operating System (MB.OS), delivers a hyper-personalized and human-like interaction, setting a new standard for in-car technology.

1. MBUX Virtual Assistant:

The MBUX Virtual Assistant represents the most human-like interface yet, offering natural and empathetic interactions. With four different emotions and proactive intelligence, it enhances user experience, making interactions more intuitive and personalized.

2. MB.OS Architecture:

The new Mercedes-Benz Operating System (MB.OS) underpins powerful 3D graphics and an expanded app portfolio. It forms the foundation for seamless integration of advanced technologies, ensuring a smooth and sophisticated digital experience.

3. Concept CLA Class:

Making its North American premiere, the Concept CLA Class is the first vehicle to showcase MB.OS. Designed on the Mercedes-Benz Modular Architecture (MMA), it redefines electric drive with a predicted single-charge range of over 466 miles and forward-looking sustainability features.


In collaboration with, Mercedes-AMG introduces MBUX SOUND DRIVE, a revolutionary in-car music experience that adapts to the driving style, transforming every trip into a dynamic musical journey.

5. Collaboration with Audible and Amazon Music:

Mercedes-Benz partners with Audible and Amazon Music to bring a new chapter of immersive audio to the vehicle. Using Dolby Atmos, this collaboration delivers unrivaled in-car entertainment, covering audio books, Originals, podcasts, and music.

6. In-Car Gaming:

Mercedes-Benz announces new platforms and partnerships to enhance its in-car gaming service, including a collaboration with Antstream Arcade, the world’s first retro games streaming service.


Mercedes-Benz achieves a milestone with the launch of DRIVE PILOT, the first and only certified system for conditionally automated driving (SAE Level 3) in the U.S., available in California and Nevada.

Mercedes benz
MBUX SOUND DRIVE transforms an already exceptional Mercedes-AMG driving experience into an emotional, musical journey. // MBUX SOUND DRIVE macht aus einem außergewöhnlichen Mercedes-AMG Fahrerlebnis eine emotionale, musikalische Reise.
Mercedes Benz
Mercedes-Benz presents MB.OS and new MBUX features at CES 2024 in Las Vegas. // Mercedes-Benz präsentiert MB.OS und neue MBUX Features auf der CES 2024 in Las Vegas.

Markus Schäfer, Member of the Board of Management at Mercedes-Benz Group AG and Chief Technology Officer, stated, “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 at CES 2024 are proof points on our journey towards the hyper-personalized Mercedes-Benz user experience.”

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