Google Cloud, Mercedes-Benz partner on AI-powered customer experiences

Google Cloud is expanding its partnership with Mercedes-Benz, helping the car maker improve customer experiences with AI and generative AI (gen AI) technologies on its Vertex AI platform.

Mercedes will use the platform to launch e-commerce capabilities on its online storefront with a gen AI-powered smart sales assistant and Google-quality search and recommendations capabilities.

The company also plans to expand its use of Google Cloud AI to improve its call centre experience using AI and gen AI tools, including Vertex AI and Google's Gemini models, to make marketing campaigns more personalised and relevant.

"Partnering with the very best in their respective fields is an important part of our software strategy – Google is the perfect example of that. With Google Cloud, Mercedes-Benz is building new ways to deliver the most intelligent vehicles to our customers and to create personalised, intuitive experiences," said Ola Källenius, chief executive, Mercedes-Benz.

With the new e-commerce functionalities, consumers will be able to use both the smart sales assistant or the search bar on Mercedes' website to easily find relevant car models and products through broad or nuanced queries like "newest EV models that seat five people," or "2024 red wagon."

The Mercedes-Benz Virtual Assistant (MVA) is now deployed in European markets including the UK and Germany. Rollout of the smart sales assistant to websites is planned for Europe and overseas in 2024.

The strategic partnership between Google and Mercedes-Benz began in February 2023, when Mercedes-Benz selected Google Maps Platform as the foundation for its own branded navigation experience.

The partnership has also included YouTube as part of the Mercedes infotainment experience, and the carmaker leveraging a number of Google Cloud's AI, data, and open infrastructure solutions.