AI @ Mercedes-Benz
Summary
- Mercedes-Benz has progressively integrated AI and generative AI technologies across manufacturing, in-car infotainment, virtual assistants, and customer experience since 2023, with increasing sophistication culminating in hyper-personalized, agentic AI within their newest vehicles by mid-2025.
- Key AI-driven innovations include the MO360 digital production system enhanced by NVIDIA Omniverse, advanced MBUX virtual assistants powered by generative AI and Google Cloud partnership, AI-enabled factory humanoid robots, and conversational AI navigation systems, demonstrating broad adoption across production and user interface domains.
- By Q2 2025, Mercedes-Benz had deployed AI at scale in over 3 million vehicles, earning industry recognition such as the Newsweek AI Impact Award for automotive UX, with a strong emphasis on privacy, safety, and real-time adaptability, signaling mature, strategic AI capabilities embedded deeply into their product and operational ecosystem.
VIBE METER
4 AI Use Cases at Mercedes-Benz
Personalized Infotainment2025Customer Facing
Conversational Search2025Customer Facing
Production Automation2025
Virtual Assistant2024Customer Facing
Timeline
2025 Q4: no updates
2025 Q3: no updates
2025 Q2
Mercedes-Benz introduces a new generation of vehicles featuring advanced AI capabilities including generative AI, machine learning, and large language models such as ChatGPT and Google Gemini; MB.OS infotainment system integrates conversational, behavioral, and agentic AI offering hyper-personalized, empathetic user experiences; recognized with Newsweek AI Impact Award for Best Outcomes in Automotive UX.
2025 Q1
Introduction of AI-powered conversational search within navigation systems, notably in the Mercedes-Benz CLA; MO360 AI Factory integrates humanoid robots and AI directly into production, advancing factory automation; partnership with Google Cloud adds conversational AI capabilities to virtual assistant, enhancing multimodal reasoning with voice, touch, and visual inputs.
- SentiSight.ai: Mercedes Car Future: Conversational AI Transforming the Driving Experience
- Mercedes-Benz Group: AI-powered conversational search within navigation systems
- Mercedes-Benz USA: Mercedes-Benz accelerates transformation of its production network by integrating AI and humanoid robots at its digital factory campus in Berlin
- PYMNTS.com: Google, Mercedes Partnership Adds Conversational AI to Cars
- Mercedes-Benz USA: Mercedes-Benz accelerates transformation of its production network by integrating AI and humanoid robots
2024 Q4
Launch of new AI routines within MBUX multimedia system enabling users to control and personalize AI functions; MBUX Voice Assistant enhanced with AI-driven knowledge features capable of live internet search using Microsoft Bing for up-to-date responses.
- DealerFire Blog: Learn How to Control and Use AI Routines in Your New Mercedes-Benz
- Mercedes-Benz USA: Human-like conversations with your Mercedes-Benz enabled by MBUX Voice Assistant and AI-driven knowledge feature
- Automotive World: Human-like conversations with your Mercedes-Benz
- Mercedes-Benz of Arrowhead: Learn How to Control and Use AI Routines in Your New Mercedes-Benz
2024 Q3: no updates
2024 Q2
Further enhancements in AI driving experience through intelligent systems increasing fun, safety, and personalization; generative AI explored to evolve customer experience and speech interfaces.
2024 Q1
Introduction of the MBUX virtual assistant powered by generative AI providing human-like interactions; partnership with Apptronik to integrate AI into factory robots, advancing assembly line automation.
2023 Q4: no updates
2023 Q3
Mercedes-Benz began leveraging generative AI such as ChatGPT to enhance realistic content generation and optimized manufacturing processes using NVIDIA Omniverse, integrating AI in the MO360 production environment.