BMW Highlights The iX3, And Mercedes Showcases The GLC Model, Both Featuring AI-technology At The CES 2026 In Las Vegas

SAUDI ARABIA: BMW has unveiled new cabin tech for its iX3 model at the CES 2026. The interiors are expected to get a smart AI-powered personal assistant, which erases the need to learn commands. It will also be able to answer questions regarding the car and general knowledge. The infotainment system is also getting an upgrade on the iX3, which will now support Zoom meetings, right from your car. 

Additionally, you’ll also be able to stream on-demand content from your car through Disney+. These updates will roll out for BMW cars that are built on the Neue Klasse design language. The changes will be shared with new cars starting in the second half of 2026, and in the future, BMW cars are expected to receive OTA updates.

On the other side, Mercedes has showcased its GLC, which features the MBUX Hyperscreen, intelligent air suspension, and immersive spatial audio. Mercedes has announced that its in-car infotainment system will feature AI from both Microsoft and Google in a true AI overload. The Mercedes CLA will also feature AI-powered ADAS features, which were developed in collaboration with Nvidia. The MB.Drive Assist Pro provides level 2 ADAS features and allows you to navigate city streets very easily. 

If the CES 2026 is a proof of what’s to come this year, then 2026 is going to be the year of AI in the automobile industry. Considering all the talk regarding the bursting of the AI bubble, it is difficult to draw a conclusion on whether the automotive industry’s adoption of AI will be a boon or a curse. Additionally, the AI features introduced by both BMW and Mercedes seem more in line with investor and boardroom requirements than features that users actually wanted from the cars. With the feature rollouts expected for later this year, time will tell how they’re received in the real world.

FAQs

Q1) What is the new feature introduced by BMW at CES 2026?

A) The new feature introduced by BMW at the CES 2026 is the addition of an AI-powered personal assistant in the dashboard of new Neue Klasse designed BMW cars. The BMW models will also get the support of additional apps in their infotainment systems.

Q2) What is the new feature introduced by Mercedes at CES 2026?

A) Mercedes has announced that their cars will feature AI from both Microsoft and Google. Additionally, their cars will now get level 2 ADAS features that’s designed in collaboration with Nvidia.

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