Mercedes-Benz, the luxury car company, has partnered with Grammy-winning musician and entrepreneur Will.i.am to launch a new feature called MBUX Sound Drive. This feature uses sensors and software to connect music with driving. The software allows music to respond to the vehicle's driving style, creating a harmonious relationship between motion and melody and turning the car into a virtual instrument.

Mercedes-Benz describes it as a tricky endeavor, using music tracks that match regular actions such as energy recovery, acceleration, steering, and braking. "Now the driver becomes a composer, and the car is the instrument. Imagine being able to create and commute, where the vehicle is not just an instrument but an entire band," said Will.i.am.

Just the Beginning

At the 2024 Consumer Electronics Show (CES), many car companies showcased the next generation of vehicles. Imagine personalized playlists synchronized with your mood, interactive stories unfolding as you drive, and AI companions shaping the perfect travel atmosphere. All of this is now possible.

Meanwhile, Volkswagen recently integrated ChatGPT into its infotainment system. This chatbot will be available for all Volkswagen models, including Tiguan, Passat, Golf, and the ID series of electric vehicles. The German automaker states that the voice assistant offers many new features, such as controlling the infotainment, navigation, and air conditioning systems, or answering general knowledge questions.

Volkswagen is not the only automaker unveiling new features at CES 2024. Mercedes-Benz also unveiled the MBUX virtual assistant. Based on MB.OS, it introduces a new interactive experience with customers, providing natural and empathetic responses with four different emotions.

Last year, Mercedes-Benz announced the start of testing ChatGPT as an in-car voice assistant. The company states that drivers will be able to engage in various conversations with the chatbot, asking for detailed information about their destination, suggesting a new dinner recipe, or answering complex questions, all "while keeping their hands on the steering wheel and eyes on the road."

Similarly, BMW has partnered with Amazon to introduce a new Alexa-driven feature in its cars called LLM (Language Learning Model). BMW states that these new features provide a more natural way to get to know your new car and allow it to take action on your behalf.

You can ask BMW's assistant for advice on different driving modes and then have the assistant activate your chosen mode. "Nobody really likes reading a manual, so it's very convenient when you can simply ask the car anything you want to know," said Simon Euringer, Head of BMW Intelligent Personal Assistant.

Google, the search giant, also introduced new features for Android Auto at CES. Electric vehicles compatible with Android Auto will now share real-time battery information with Google Maps, initially rolling out to Ford Mustang Mach-E and F-150 Lightning in the coming months, with other models to follow. Last year, General Motors partnered with Google to introduce conversational AI technology into millions of GM vehicles.

Interestingly, Google has yet to launch a generative AI product for cars. However, it announced that the Chrome browser has started testing in Polestar and Volvo vehicles and will expand to more cars later this year. This will allow users to do some shopping or access saved bookmarks while parked to stay productive.

Looking ahead, the automotive industry is on the verge of another breakthrough. Soon, you will be able to make payments directly through your vehicle. To simplify the complexity of payment services, Qualcomm is collaborating with JPMorgan Chase to design a car wallet, streamlining the payment experience. This will enable drivers to make payments for streaming content, electric vehicle charging, parking, or fast food directly through their vehicles.