At CES 2024, Mercedes-Benz is pushing forward with an exciting range of digital advancements set to transform the customer experience – both in-car and beyond. Central to this is a new MBUX Virtual Assistant that uses generative AI and advanced 3D graphics. This makes interactions more natural, intuitive and personalised. Running on the new Mercedes-Benz Operating System (MB.OS) that has been developed from scratch in-house, MBUX Virtual Assistant paves the way for an extraordinary digital experience. This year’s CES is also the backdrop for the North American premiere of the Concept CLA Class, which is based on the forthcoming Mercedes-Benz Modular Architecture (MMA).