- Mercedes becomes the first auto brand to apply a multimodal AI model in its rear-seat entertainment system.
- Automakers are racing to add advanced AI features to attract tech-savvy buyers.
Mercedes-Benz is turning to a Chinese AI startup to upgrade the digital experience for its wealthiest clients.
The next-generation Maybach S-Class sedan in China will feature an entertainment system powered by multimodal large language model technology, co-developed by Mercedes, Tsinghua University, and Zhipu, the AI startup announced Wednesday.
This makes Mercedes the first auto brand to apply a multimodal large model in a rear-seat entertainment system, Zhipu said.
The technology will be deployed in the newly unveiled 2027 Maybach S-Class sedan. The new vehicle is based on the recently upgraded W223 series Mercedes S-Class.
The high-end rear entertainment system will integrate natural language processing. It also features multimodal understanding and generation capabilities for vision and audio.
Combined with perception hardware like in-car cameras, it is expected to create a more emotionally resonant interactive experience, Zhipu said.
This integration of technology underscores the extremely fierce competition in China’s automotive market, where automakers are racing to incorporate advanced AI features to attract tech-savvy buyers.
The 2027 Mercedes-Maybach S-Class sedan made its global debut on March 24. It offers a luxurious experience, including a 4.0-liter V8 engine and an optional V12. Buyers seeking better fuel economy can also choose a plug-in hybrid version.
The new car is equipped with the new MB.OS operating system architecture. It can feature up to eight displays and interactive terminals throughout the cabin.
The launch coincides with major corporate milestones for the Mercedes-Benz and Maybach brands. The year 2026 marks the 140th anniversary of the first patented Mercedes car. This year is also the 105th anniversary of the Maybach brand.
Zhipu is one of China’s best-known AI startups; it went public in Hong Kong this January and trades under the name Knowledge Atlas Technology JSC Ltd.
AI companies, including Zhipu, have seen their stock prices surge. This is driven partly by soaring token demand fueled by the popularity of AI agents like OpenClaw.
As of Wednesday's close, Zhipu shares have skyrocketed 478% since its trading debut on Jan 8.
