During CES 2024 in Las Vegas, Mercedes-Benz unveiled a range of digital innovations, with the new virtual assistant MBUX as the centerpiece. One of these innovations is MBUX Collectibles, the brand’s first car app that allows owners to display their NFT art galleries from within their vehicles.
The MBUX virtual assistant, powered by generative artificial intelligence and advanced 3D graphics, provides a more natural and personalized interaction experience. It is built on the new Mercedes-Benz operating system (MB.OS), which was developed from scratch.
This introduction of MBUX Collectibles at CES 2024 follows Mercedes-Benz’s previous experiences with NFTs. In 2023, the brand presented a short film that marked its entry into digital entertainment and NFT art. They have also launched other collections, such as “Maschine” and “The NF-G Challenge.”
Aside from MBUX Collectibles, Mercedes-Benz showcased other technological innovations at CES 2024. This includes MBUX SOUND DRIVE, a new in-car music experience developed in collaboration with will.i.am. The brand is also collaborating with Audible and Amazon Music to enhance audio storytelling in cars.
According to Markus Schäfer, Member of the Board of Management of Mercedes-Benz Group AG and Chief Technology Officer, these digital advancements demonstrate their commitment to providing a hyper-personalized user experience for their customers.
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