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  • Mercedes-Benz at the Mobile World Congress 2018.
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    Mercedes-Benz at the Mobile World Congress 2018.

    Focus on artificial intelligence.

Show premiere of the new A-Class.

At the Mobile World Congress in Barcelona (MWC; 26 February to 1 March) Mercedes-Benz is presenting innovations and initiatives from a variety of fields as part of its overarching digitisation strategy. The focus at the 280 square metre trade show stand is on systems with artificial intelligence (AI), such as the new multimedia system MBUX – Mercedes-Benz User Experience. The new A‑Class with the intuitive, teachable MBUX is celebrating its show premiere in Barcelona. Up-to-date information about the presence of Mercedes-Benz at the MWC can be found under the hashtag #MBmwc18.


The new 2018 Mercedes-Benz A-Class (W 177) in AMG Line in Digital White Pearl
Mercedes-Benz at the Mobile World Congress 2018.

Artificial intelligence: central future topic.

“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 digitalisation projects, above all we are focussing on the cultural change being driven forward by our employees. From my point of view this is the decisive success factor for digitalisation through which we can further strengthen our competitiveness”, emphasises Wilko Stark, Head of Daimler & Mercedes-Benz 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.”


Unique ability to learn.

MBUX – Mercedes-Benz User Experience is being used in the entire new compact car generation from Mercedes-Benz and will enter series production in spring 2018 in the new A‑Class. A unique feature of this system is its ability to learn thanks to artificial intelligence. MBUX is individualisable and adapts to suit the user. Map display supplemented by augmented reality is a new feature in navigation. A video image of the surroundings taken with the front camera is augmented with helpful navigation information: street name, house number and directional arrows can automatically be blended onto the touchscreen.


The new 2018 Mercedes-Benz A-Class (W 177) in AMG Line in digital white pearl

Private car sharing.

The new A-Class is already set up for private car sharing: The Mercedes me car sharing app allows a driver to share his or her vehicle with a specified group of users. Friends, family members or colleagues can then easily book the A‑Class for a fixed period of time. The authorised user opens the vehicle using the app and by means of the Mercedes me communication module installed in the vehicle. The A‑Class is started with a key which is left in the vehicle and temporary use of which is likewise enabled over the air by Mercedes me. When returning the vehicle, the driver leaves the key in the vehicle and closes it with the app, thereby bringing the sharing period to an end. The key in the vehicle can be used only during the sharing period.


Chatbot with augmented reality functions.

“Ask Mercedes” is a virtual assistant from Mercedes-Benz. The new service makes use of artificial intelligence and combines a chatbot with augmented reality functions: questions on displays, functions and use of the vehicle can be typed in on a smartphone screen or asked using voice recognition. Furthermore, in the new S‑Class, E‑Class and A‑Class controls and displays can be explored using a smartphone camera. Apart from textual explanations, images, videos and links to websites or documents are also used in the explanations. “Ask Mercedes” can be used via the smartphone app as well as other communication channels such as Facebook Messenger or Amazon Alexa.

Ask Mercedes offers virtual assistance in the car and explains car functionalities via augmented reality. In the new E- and S-Class, controls and displays can be scanned using a smartphone camera. Once the objects have been visually identified, an explanation of the corresponding function is provided.
Mercedes-Benz Mobile World Congress (MWC) 2018 in Barcelona: Digital Human Sarah.

Digital human Sarah.

In Barcelona, Daimler Financial Services (DFS) is showing how customer relations of the future might become personalised and interactive with the digital human named Sarah. Sarah uses emotional intelligence and has her own personal face. As a virtual point of contact, customers can contact her round the clock.