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NEW Mercedes-Benz vehicles are set to deploy new technology-based systems across their fleet.
Vehicles set to roll off dealership lots will carry more human-like intelligence, executives at the Mercedes said.
Mercedes, the German company behind some of the most popular luxury cars in the US market, has launched a new system called MB.OS.
The MB.OS integrates new AI technology into the car’s cabin, the company’s head of user interaction concepts, Andreas Biehl, told ABC.
It’s the latest iteration of AI tech inside Mercedes’ cabins – the company launched an generative tech called MBUX in 2019.
MBUX analyzed a driver’s cabin and driving preferences to enhance comfort and optimize a car’s performance.
Read More on Mercedes-Benz
Biehl said the new MB.OS “brain” is more capable.
“We’re enhancing the layers of communication between the MBUX virtual assistant and our customers,” Biehl said.
“We see this as a must-have experience for our customers.”
Now, new Mercedes cars will have “moods.”
Drivers can select different personality traits for their AI – their options are natural, predictive, personal, and empathetic.
They can also ask the cars to act “excited” or “sensitive.”
If the car senses a driver is anxious – either through driving changes or by the sound of their voice – the Mercedes system may start to massage the driver, ABC reported.
“The virtual assistant is always listening,” Biehl said.
“But we have to be very careful we’re not catching the wrong things. We want to be there when we are needed.”
A representative for Mercedes-Benz didn’t immediately respond to The U.S. Sun’s request for comment.
DATA DETAIL
Generative technologies, like AI, run on data.
If car companies want to run these platforms successfully, they must collect data from their drivers.
Data collection from giant carmakers has run into a series of problems as motor companies launch new-age technology.
“I realized, oh my God, that’s him tracking me,” Christine Dowdall, a Mercedes-Benz C300 sedan owner, told The New York Times.
Dowdall said that her now-deceased ex-husband was tracking her location after she ran away following an alleged physical altercation.
Because her husband had the title under his name, she said Mercedes-Benz was slow to react.
“People think their car is private,” Jen Caltrider, a Mozilla privacy researcher, told The Times.
“Once you’ve bought a car and you find it is bad at privacy, what are you supposed to do?”
Data collection has also cost drivers more money.
“It felt like a betrayal,” Kenn Dahl, a Chevy Bolt driver, told The New York Times in another investigation.
Dahl saw a 22% jump in insurance rates in 2022, even though he wasn’t pulled over or involved in an accident.
The Times uncovered dozens of car companies reporting hard braking, quick accelerating, and swerves, and reporting them to data firms that can access insurance risk.
“They’re taking information that I didn’t realize was going to be shared and screwing with our insurance,” Dahl said.
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