German luxury auto brand Mercedes-Benz has showcased plans to improve customer experience through AI capabilities provided by Google Cloud.

The partnership will enhance various customer-facing functionalities, including e-commerce, customer service, and marketing, utilizing Vertex AI and other AI models like Gemini.

A major upgrade includes an LLM-powered smart sales assistant on Mercedes-Benz’s online platforms, designed to improve interaction by offering services such as scheduling test drives and initiating purchases through natural language conversations.

“…Mercedes-Benz is building new ways to deliver the most intelligent vehicles to our customers and to create personalized, intuitive experiences,” says Ola Källenius, Chief Executive Officer, Mercedes-Benz.

In e-commerce, these AI tools will transform how customers research and purchase cars, making the digital storefront a seamless extension of the physical showroom. The smart sales assistant dubbed the Mercedes-Benz Virtual Assistant (MVA), is already operational in European markets and is expected to roll out globally in 2024. It promises a user-friendly interface that allows customers to efficiently find products and services.

Additionally, AI will be integrated into Mercedes-Benz’s call centers to enhance customer support. With over a million customer interactions already handled by AI in the U.S., the technology has proven effective in assisting customers in multiple languages and will be expanded to other markets.

Mercedes-Benz also plans to leverage AI for personalized marketing strategies and improve website functionalities through better data management and customer interaction. Furthermore, these technologies are set to play a crucial role in developing Mercedes-Benz’s next generation of Advanced Driver Assistance Systems (ADAS).