Giants of the car industry are integrating artificial intelligence (AI) and augmented reality (AR) technologies to transform the customer experience.

To keep drivers up to speed with all the innovative options at hand, Mercedes is providing a virtual assistant – powered by AI and AR – to explain all. The ‘Ask Mercedes’ platform can respond to questions posed verbally or typed on a smartphone, with the new E- and S-Class models also being able to look at scanned images sent to it to explain what different buttons and controls do.

“We are creating a personalised customer experience that goes well beyond the vehicle. With innovative services such as ‘Ask Mercedes’, we are further expanding our digital ecosystem,” said Britta Seeger, member of the Board of Management of Daimler AG, responsible for Mercedes-Benz Cars Sales.

Providing a personalised experience is driving new innovations among the major players. Toyota is striving to build a strong partnership relationship between vehicle and user by producing ‘cars that care’. And Bosch unveiled a new concept earlier this year at Las Vegas tech event, CES, a car that as ‘an assistant on four wheels’.