February 28, 2018 By C! Magazine Staff

Integrating Your Experience: Mercedes-Benz at the Mobile World Congress 2018

Mercedes-Benz uses AI to enhance your driving experience.

At the Mobile World Congress in Barcelona, Mercedes-Benz is centering their innovation on the strategy of digitization. Their trade show concentrates on the artificial intelligence and the new MBUX – the #MercedesBenz User Experience. Their new A-Class is premiering in Barcelona, with the new intuitive, teachable MBUX. The goal is to use artificial intelligence or AI to best integrate the MBUX with the individual needs of the Mercedes-Benz driver, making each individual experience not only smooth but an extension of their natural movements.

“For a long time now, Daimler has made the digital transformation a core component of its corporate strategy. With the DigitalLife@Daimler initiative, not only are we implementing digitalization projects, above all we are focusing on the cultural change being driven forward by our employees. From my point of view this is the decisive success factor for digitalization through which we can further strengthen our competitiveness”, emphasizes Wilko Stark, Head of Daimler & #MercedesBenz Cars Strategy as well as Head of CASE. “The use of artificial intelligence is a central future topic for the Group, be it in Development, Production or the use of vehicles and in mobility services.”

This is all a part of the Mercedes-Benz CASE strategy. CASE comprises the four future areas of Connected, Autonomous, Shared & Services and Electric Drive.

Part of this strategy is investment: Mercedes-Benz supports the growth of start-ups that will then prove themselves by integrating into the MBUX array. One recent example, what3words, developed a 3-word address system designed for ease of use.  Another company based in Tel Aviv is known as Anagog, and it uses artificial intelligence to analyze user movement, using smartphone sensors to chart repeated movement pattern.

Anagog software provides a high level of data protection, ensuring the user retains control of his or her personal data. Anagog can also recommend which alternative powered model by smart or Mercedes-Benz best matches the user’s characteristics.

Taken all together, Mercedes-Benz uses the CASE strategy, innovations from around the world, and the integrating power of artificial intelligence to provide a smoother MBUX for the people behind its steering wheels.


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