Mercedes-Benz is partnering with Chinese artificial intelligence firm Zhipu to introduce advanced AI capabilities into its luxury vehicles, as automakers compete to enhance digital experiences for high-end customers in China.
The next-generation Mercedes-Maybach S-Class will feature a rear-seat entertainment system powered by a multimodal large language model co-developed by Mercedes, Tsinghua University and Zhipu. The system will debut in the 2027 version of the model.
Zhipu said the integration marks the first time a multimodal AI model has been applied to a rear-seat entertainment system in the automotive industry. The technology combines natural language processing with visual and audio understanding, enabling more interactive and personalized user experiences.
The system is designed to work with in-car sensors, including cameras, to deliver more context-aware and responsive interactions for passengers. It forms part of Mercedes’ broader push to incorporate artificial intelligence into its vehicles as digital features become a key differentiator in the premium segment.
The new Maybach S-Class is based on the updated W223-generation S-Class and includes the latest MB.OS operating system. The vehicle can be equipped with up to eight displays and multiple interactive interfaces throughout the cabin.
The model made its global debut on March 24 and will be offered with a range of powertrains, including a 4.0-litre V8 engine, an optional V12, and a plug-in hybrid variant.
The move highlights intensifying competition in China’s automotive market, where manufacturers are increasingly adopting advanced AI technologies to attract tech-focused consumers.
Zhipu, which recently listed in Hong Kong under the name Knowledge Atlas Technology JSC Ltd, is among a growing number of AI firms benefiting from rising demand for generative AI applications.