‘Hey Mercedes!’ means ‘Hey Google!’ in the upcoming CLA

While most carmakers choose ChatGPT as the digital assistant for the infotainment experience, Mercedes will embark on Google’s new Automotive AI Agent from the upcoming CLA. This should provide enhanced dialogues based on the tech company’s extended location data from its navigation maps and Waze.

Google has officially unveiled its new Automotive AI Agent, a ‘groundbreaking’ AI platform designed to enhance in-car functionalities. Mercedes-Benz is the first major automaker to integrate this technology, with the CLA set to debut the system at launch later this year.

Chosing Google over Apple

The collaboration between Mercedes and Google AI must mark a new milestone in the fusion of technology and mobility. The German carmaker ran a pilot project with ChatGPT on 900,000 US vehicles last year, but has decided to switch to Google’s assistant.

Embedding Google Cloud into MBUX, Mercedes appears to have recalibrated its strategy to remain competitive, particularly as rivals like Volkswagen and Peugeot adopt similar technologies powered by ChatGPT.

Previously, Mercedes resisted deep integration with platforms like Apple CarPlay to maintain control over its digital ecosystem. The brand decided to develop its propriety operating system for the new CLA. Together with Google’s AI technology, this represents a blueprint for the brand’s future models.

Contextual understanding

At the core of this innovation is its enhanced voice assistant, ‘Hey, Mercedes!’. Drivers can go beyond basic commands, like setting navigation or playing music, to ask complex follow-up questions such as, “Does that restaurant have good reviews?” or “What’s the most popular dish there?”

This deeper interaction is being hailed as a game-changer for the auto industry. It goes far beyond the capabilities of current digital assistants, which operate in a more contained environment.

The standout feature of the Automotive AI Agent is its ability to retain context within conversations. This enables drivers to engage in fluid, interactive dialogue without interruptions. Additionally, the AI can access Google’s database of over 250 million locations, providing real-time insights into destinations and routes.

‘Superior digital experience’

The Automotive AI Agent is built on Google Gemini, the tech giant’s latest AI model, and supported by Google’s Vertex AI, a platform for training and deploying AI models. This new technology promises seamless integration of advanced voice control, contextual understanding, and the robust capabilities of Google Maps and Waze.

Ola Källenius, CEO of Mercedes-Benz Group AG, highlighted the importance of this partnership. “By combining Google’s advanced location data with our generative AI integrations, we can deliver a superior digital experience,” he said.

“AI has the power to transform in-vehicle experiences,” said Sundar Pichai, CEO of Google. “By combining natural interactions with our data services, we’re making driving safer and more intuitive.”