Mercedes-Benz Debuts Automotive Experience With Blockchain-Integrated MBUX System
Milestone Date: January 9, 2024
During the 2024 edition of the annual Consumer Electronics Show (CES) in Las Vegas, Mercedes-Benz unveiled its new Mercedes-Benz User Experience (MBUX) Virtual Assistant, which includes blockchain integration.
The automotive industry is witnessing a new era of digital transformation, and Mercedes-Benz is eager to stay at the forefront of innovation with the latest blockchain technology, including NFT gallery capabilities, integrated into the dashboards of its vehicles.
As part of the German luxury automotive brand’s 2024 CES presentation, Mercedes-Benz debuted the new Mercedes-Benz Operating System (MB.OS), bringing a “hyper-personalized user experience” to Mercedes vehicles.
Among other functionalities, MB.OS incorporates an in-house-produced MBUX Virtual Assistant, powered by generative AI and a sophisticated large language model (LLM). This system is tailored to interact with drivers across four emotional profiles, offering what Mercedes claims to be the most "human-like interface" between the vehicle and its users.
At #CES2024, #MercedesBenz is showcasing many developments that define its vision for the hyper-personalised user experience of the future. Headlining those is the new integrated #MBUX Virtual Assistant using advanced software and generative AI.
More: https://t.co/s6fnvxtovI pic.twitter.com/8vvc0nN0t8
— Mercedes-Benz Press (@MB_Press) January 9, 2024
What sets the MB.OS uniquely apart from other latest automotive advancements is the added blockchain connectivity. The upgraded system features an expansion to the in-car entertainment and application portfolio, which will include a new MBUX Collectibles app.
MBUX Collectibles will allow users to display NFTs directly through the vehicle's dashboard. This is the brand’s first in-car app that’s capable of showcasing on-chain assets, including but not limited to the Mercedes-Benz NXT NFTs on the Ethereum blockchain. According to the German car manufacturer, the MBUX Collectibles app will have provisions for displaying non-Mercedes NFTs. This integration presents a new approach to merging the automotive world with the evolving blockchain ecosystem – part of Mercedes-Benz NXT’s long-term commitment to “building a dedicated presence within the Web3 community and to blockchain-based digital objects.”
This all follows Mercedes' presentation at the 2023 CES, where the brand first introduced its collaboration with the global entertainment brand, Superplastic. Together, the brands debuted a cute dog character, “Superdackel,” which is rumored to announce its next phase of digital collectibles in the coming weeks.
In collaboration with traceability start-up Circulor, Mercedes-Benz has also been using blockchain technology within other applications like tracking CO2 emissions in its cobalt supply chain.
By Sophie Waldman
Published:January 9, 2024
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