Revving Up Innovation: Google and Mercedes Drive Conversational AI into Your Ride

Mercedes-Benz is incorporating conversational features into its virtual assistant with assistance from Google.

The enhanced collaboration between the automaker and the technology behemoth will utilize Google Cloud’s Automotive AI Agent alongside Mercedes’ MBUX Virtual Assistant, as delineated in a Monday (Jan. 13) press release.

The artificial intelligence agent is tailored for the automotive sector and can draw on information from Google Maps to provide drivers with more nuanced and customized conversational replies regarding aspects like navigation and attractions, according to the release.

“The Google Maps platform equips Mercedes-Benz owners with timely and accurate data on 250 million locations globally, and the map is refreshed almost instantly, with over 100 million updates executed daily,” the release stated.

Users can interact with the MBUX and receive responses to inquiries such as “Could you lead me to the closest fine-dining establishment for an exceptional dining experience?” followed by additional questions, like “Does the restaurant have positive reviews?” as per the release.

This new feature will be part of the virtual assistants embedded in Mercedes-Benz’s upcoming CLA series later this year, based on the release.

“Google Cloud’s Automotive AI Agent will also allow the MBUX Virtual Assistant to manage intricate, multi-turn dialogue and retain memory of interactions, enabling users to maintain discussions and refer back to information throughout their journeys,” the release highlighted.

This announcement marks an extension of a previous partnership declared between Google and Mercedes in 2023.

Collaborations between technology leaders and automotive firms are converting vehicles into “integrated, software-led products,” a trend driven by AI, as reported by PYMNTS this month.

This digital evolution was demonstrated at the 2025 Consumer Electronics Show (CES) in Las Vegas, where speakers talked about the software-centric transformation affecting the automotive industry.

“The most significant shift is the rising relevance of software,” Rivian Chief Software Officer Wassym Bensaid stated at the event. “It shapes the whole experience. I actually enjoy the analogy with smartphones because what we are witnessing in the automotive realm parallels the disruption that occurred in the mobile phone industry two decades ago. It’s no longer merely about your engine’s specifications. It’s about the kind of experiences and features your vehicle can provide.”

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