At the Consumer Electronics Show (CES) in Las Vegas, the German premium car manufacturers BMW and Mercedes-Benz are taking their intense rivalry to the technology show, showcasing digital AI innovations in their latest-generation vehicles.
On the one hand, there’s the BMW Group with AI assistant technology via a collaboration with Amazon Alexa; on the other hand, we have Mercedes-Benz with AI-powered automated driving in partnership with Nvidia.
BMW user experience
BMW said it will become the first carmaker to integrate the AI assistant technology into its vehicles. It will be rolled out in Germany and the US starting in the second half of 2026, with the BMW iX3 as the first model.
The enhanced assistant leverages a large language model to deliver more natural, conversational voice interactions and anticipate follow-up questions. For the first time, users can also ask multiple questions in a single sentence about the vehicle’s features and general knowledge topics. The personal assistant can be linked with Amazon accounts, allowing users to stream music and access the news and other content.
“With the addition of Amazon’s Alexa+ technology to the BMW Intelligent Personal Assistant, the vehicle becomes an intelligent companion for its users,” said Stephan Durach, BMW Group senior vice president development, digital services, infotainment, connected company, in a press release.
The technology is a core component of the user experience in BMW’s ‘Neue Klasse’ generation of electric vehicles, starting with the BMW iX3.
BMW has traditionally used CES to highlight progress. In 2025, BMW chose CES to reveal the Panoramic iDrive in its upcoming ‘Neue Klasse’ models. And this year’s event is again focused on showcasing innovation in this New Class.
“CES remains a major event for BMW and has been essential on our journey to present the Neue Klasse technologies,” a company spokesperson said at the end of last year.
Fourth-generation MBUX
Meanwhile, Mercedes is using CES for the US premiere of the electric GLC, first shown at the IAA Mobility show in Munich in September. The electric version of the crossover will be introduced in the second half of 2026.
The GLC has long been one of its bestselling models in the US, Mercedes said in a press release. “This debut signals the next chapter for a vehicle that has defined success in the US market for decades, now reimagined with cutting-edge technology and dynamic performance.”
The GLC is being shown at CES with spatial audio in immersive audio demonstrations, as well as the MBUX Hyperscreen, the largest continuous screen in a Mercedes to date.
Also being highlighted is the GLC’s intelligent air suspension and what Mercedes says is the world’s first in-car infotainment system to integrate AI from both Microsoft and Google in the fourth-generation MBUX.
Mercedes is also showing its new CLA at CES, featuring AI-powered automated driving, designed in partnership with Nvidia. The MB.Drive Assist Pro technology platform offers advanced Level 2 driver assistance that can navigate city streets from a parking lot to a destination.
