Technology: Artificial intelligence at CES 2024 in Las Vegas
Friend is listening
Mercedes CES 2024 Las Vegas
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In recent years, the CES 2024 has developed into one of the most important car shows in the world and has long since overshadowed traditional formats such as the IAA, NAIAS or the Geneva Motor Show. This year in cool Las Vegas, a lot of things revolve around the topic of artificial intelligence.
When the trend towards autonomous driving became widespread years ago, one technology failed. The full-bodied announcements from CEOs and heads of technology were hardly followed by any actions for the customer. The driver assistance systems learned something new – but things remained largely that way and there are still no major improvements to this day. Taking your hands off the wheel on longer journeys in order to be able to do other activities without being punished is an automotive dream that no one is living yet. Things look completely different when it comes to artificial intelligence (AI). The topic has been floating around in the colorful tech scene for years and came to a surprising breakthrough with the magic portal Chat GPT. As soon as it has become part of everyday life, it not only conquers the world IT trade fair CES in Las Vegas, but also the car scene. Hardly any manufacturer that presents itself in the desert city of Nevada does not play on the topic of artificial intelligence. Usually paired with a highly developed voice control. Buttons and buttons in the interior – that will soon be a thing of the past.
With its Concept CLA at the CES 2024 in Las Vegas, Mercedes is not only giving a very close to production look at the brand’s upcoming entry-level generation, which is due to premiere at the end of the year – of course fully electric and intelligently networked – but is also presenting it in the gigantic west hall of the Las Vegas Vegas Convention Centers presents the new MB.OS operating concept with a cockpit-wide display and the virtual assistant MBUX. This can not only be controlled intuitively via touch and voice, but also uses artificial intelligence in addition to the most modern computing power on board. “With our MB.OS, first-class collaborations and the latest developments in generative AI, we are changing the relationship that our customers have with their Mercedes-Benz,” says Mercedes Chief Development Officer Markus Schäfer, “our digital advances that we have made on the CES 2024 are cornerstones on our path to a hyper-personalized Mercedes-Benz customer experience.”
What sounds abstract can easily be experienced. The virtual assistant is intended to make life on board a Mercedes vehicle easier and significantly more comfortable in the future. Together with the in-house operating system MB.OS, the assistant offers natural and empathetic interaction in addition to a high-tech design. With the introduction of the new Mercedes CLA, the virtual assistant responds to the needs of the vehicle occupants with various emotions. The vehicle itself offers an 800-volt architecture, charging speeds of up to 300 kW and a maximum range of 750 kilometers. In addition to the four-door CLA Coupé, there will be a Shooting Brake and two SUVs.
BMW is also presenting its new operating system at the Consumer Electronic Show, which is intended to significantly increase the value of your stay on board a BMW. The “BMW Digital Premium” service gives drivers of Munich models with the nine operating system access to an expanded offering from their own online platform. In addition to on-demand functions for the vehicle, this also offers an ever-growing range of third-party apps such as music, news and games for the infotainment system. The personal voice assistant in the vehicle can be used in a much more diverse way thanks to artificial intelligence and can answer any question, no matter how unusual, in seconds.
Volkswagen and its various corporate brands are also bringing artificial intelligence into cars. From the second quarter of 2024, those cars that have IDA voice control will be able to access the almost unlimited functions of Chat GPT via voice command and have researched content read out to them while driving and operate numerous vehicle functions in natural language. This is made possible by the “Cerence Chat Pro” program from technology partner Cerence Inc., which is available in the electric ID models as well as the Golf, Passat and Tiguan vehicles. “Volkswagen has always democratized technology and made it accessible to many,” says Kai Grünitz, VW Chief Development Officer, “and so we are now the first volume manufacturer to bring this innovative technology to vehicles from the compact segment onwards. By seamlessly integrating Chat GPT, we offer drivers added value and direct access to the AI-based research tool.”
The Korean car giant Hyundai announced its “Software-defined Everything” strategy at the Consumer Electronic Show, with which in the future all vehicles, fleets and ecosystems will become valuable modules of everyday life through the integration of artificial intelligence. The Koreans want to develop a mobility ecosystem that can meet the needs of users anytime, anywhere. According to those responsible at Hyundai, vehicles will develop into “AI machines” that continuously learn over the next few years. This transformation creates new opportunities to automate, deliver data, prevent potential pain points, personalize the user experience, and optimize services and solutions to deliver value to users. “As a provider of mobility solutions, our vision goes beyond vehicles,” says Chang Song, President of Hyundai Motor Group SDV Division, “because we see mobility as a new source of knowledge and innovation.”