AI @ Mercedes-Benz
Summary
- Mercedes-Benz has steadily integrated AI across manufacturing, user experience, and product development from late 2023 through early 2026, including advanced use of generative AI, humanoid robotics, and conversational AI assistants like MBUX. Notable figures include Markus Schäfer (CTO) and Magnus Östberg (Chief Software Officer).
- Their AI initiatives span from internal production optimizations (MO360 AI Factory, humanoid robots in Berlin) to consumer-facing innovations such as the next-gen MBUX infotainment system featuring generative AI and conversational capabilities developed in partnership with Google Cloud, aiming for hyper-personalized, natural interactions.
- By mid-2025, Mercedes-Benz earned recognition with the AI Impact Award for automotive UX systems, leveraging agentic, generative, and traditional AI to improve customer experience, reduce production costs, and enhance safety, with over 3 million vehicles already employing AI-based features.
VIBE METER
5 AI Use Cases at Mercedes-Benz
Process Automation2025
Virtual Assistant2025Customer Facing
Conversational Search2025Customer Facing
Design Acceleration2025
Timeline
2026 Q1
Chief Software Officer Magnus Östberg discussed Mercedes-Benz's strategy to prove that AI equals luxury, emphasizing redefining luxury experience leveraging advanced AI capabilities.
2025 Q4
Continued AI-driven transformation with Celonis Process Intelligence Platform improving delivery and decision-making; expanded AI use across product, process automation, and as co-pilot for employees; enhanced MBUX Virtual Assistant delivers effective human-like conversations.
2025 Q3: no updates
2025 Q2
Mercedes-Benz won the AI Impact Award 2025 for automotive/transportation UX systems; next-gen MB.OS infotainment system incorporates generative, behavioral, and agentic AI powered by ChatGPT and Google Gemini for hyper-personalized, empathetic user experiences.
2025 Q1
Acceleration of AI and humanoid robotics integration at Berlin digital production campus with MO360 AI Factory deployment; conversational AI enhanced MBUX assistant with Google Cloud partnership enabled multimodal reasoning; AI-enabled Point-of-Interest navigation introduced.
- Automotive Manufacturing Solutions: Mercedes-Benz accelerates AI and robotics at Berlin Marienfelde digital factory
- Mercedes-Benz USA: Mercedes-Benz accelerates transformation of production network with AI and humanoid robots
- PYMNTS.com: Google, Mercedes Partnership Adds Conversational AI to Cars
- Mercedes-Benz Group: AI-powered conversational search within navigation systems
2024 Q4
Expanded capabilities of MBUX Voice Assistant with AI-driven knowledge features including Microsoft Bing integration for real-time, accurate answers; AI routines enabled in MBUX system for user customization.
2024 Q3: no updates
2024 Q2
Focus on generative AI and speech interfaces to enhance customer experience; intelligent systems developed to increase fun and safety in driving experience.
2024 Q1
Introduction of the AI-driven MBUX Virtual Assistant with generative AI enabling human-like interactions in infotainment; partnership with Apptronik to integrate AI into assembly line robots began.
2023 Q4: no updates
2023 Q3
Mercedes-Benz started building a connected digital production system powered by NVIDIA Omniverse and leveraging generative AI and machine learning within MO360 production environment to optimize manufacturing processes.