Mercedes-Benz

Mercedes-Benz Transforms Global IT with AWS for RISE with SAP and Agentic AI

Mercedes-Benz · Code assistant · AWS

Mercedes-Benz Group AG transformed its global SAP IT landscape by migrating to AWS for RISE with SAP and integrating agentic AI to accelerate mainframe migration. The challenge was an outdated, fragmented SAP environment with redundant systems, high operational costs, and lack of innovation opportunities. They centralized SAP governance, consolidated applications reducing complexity by 60%, and used AWS for RISE with SAP to modernize and innovate. Agentic AI was utilized to boost developer productivity and accelerate code refactoring and migration from COBOL to Java using AWS Transform for mainframe. AWS EC2 High Memory U7i instances provided efficient infrastructure support, enabling a record nine-month migration of their core finance application.

AgenticProduction

Frontier Firms Redefine Efficiency and Innovation Across Industries

Mercedes-Benz · Shopping recommendations · Microsoft

This article explores how leading organizations—termed 'Frontier Firms'—are leveraging Microsoft technologies to transform business operations and outcomes across the automotive, manufacturing, and retail sectors. Mercedes-Benz uses a global production data platform in the Microsoft Cloud to optimize 30 car plants, enabling real-time analytics and energy savings. Dow implemented autonomous AI agents for shipping invoice analysis, reducing process times and identifying hidden losses in logistics. Ralph Lauren launched Ask Ralph, an Azure OpenAI-powered conversational agent offering styling advice and personal shopping recommendations, allowing customers to interact with the brand in new ways. These examples showcase adoption of AI agents, digital twins, IoT, and Copilot Studio to drive gains in efficiency, customer engagement, and sustainability. The article presents measurable impacts including millions in projected cost savings, energy reductions, and enhanced supply chain management. It highlights a trend toward custom, agentic AI solutions embedded across business functions, illustrating industry leadership in AI-first transformation. The piece also summarises an IDC study showing return on AI investments is three times higher for early adopters, and projects rapid growth in agentic AI adoption. As budgets for AI grow, these firms exemplify best practices in integrating AI to deliver concrete business results while overcoming challenges in security, scale, and ethics.

Multi-agentProduction

Mercedes-Benz revolutionizes digital car-buying engagement

Mercedes-Benz · AI platform · Microsoft

Mercedes-Benz transformed its digital customer journey by leveraging Copilot in the Microsoft Advertising Platform. Traditional digital advertising models limited personalization and engagement opportunities. Microsoft’s generative AI-powered Copilot enabled interactive brand agents and dynamic Showroom Ads, facilitating real-time, conversational marketing experiences. Copilot in Microsoft Advertising powers asset creation, campaign recommendations, and AI-driven chat support. This allowed Mercedes-Benz to quickly set up, iterate, and optimize digital ad campaigns with creative assets tailored to specific audiences. The platform’s conversational AI agents engage customers in natural, brand-consistent conversations, addressing questions in real time and providing tailored recommendations. Creative iterations and campaign setups are accelerated using Copilot’s asset suggestions and insights derived from campaign performance data. Operational efficiency has improved due to automation of campaign management tasks, reducing manual effort and time-to-launch. The initiative ultimately enhanced customer personalization, resulting in increased brand engagement, streamlined campaign workflows, and the ability to scale interactive campaigns across multiple channels.

AgenticProduction

Siemens and Otto Group elevate manufacturing productivity with AI agents

Siemens · Automotive operations automation · Microsoft

This article explores how companies like Siemens and Otto Group, along with BMW and Mercedes-Benz, are deploying Microsoft-backed AI agents, including Industrial Copilot powered by Azure AI, to jump-start automation, productivity, and decision-making in manufacturing. Siemens has implemented Industrial Copilot at its electronics factory in Erlangen to translate error codes and suggest actions in real time, increasing operational reliability. Otto Group, together with Covariant, has introduced embodied AI robotic solutions for autonomous warehouse picking and sorting. Automotive manufacturers such as BMW and Mercedes-Benz are piloting humanoid robots equipped with AI for assembly line applications. The article discusses the transformational impact of both virtual and embodied AI agents for near-autonomous factory operations, with early data showing significant productivity and cost savings. Adoption is driven by business imperatives such as labor shortages, cost pressures, and decarbonization goals. The report also emphasizes the need for robust organizational and technological foundations to scale AI agents, citing benefits like real-time operational insights, faster decision-making, and workforce upskilling. Concrete examples and results, such as up to 14% operational cost savings from AI deployments, are highlighted. It provides a roadmap for manufacturers to overcome barriers such as trust and legacy systems and scale AI to achieve transformative impact.

Multi-agentProduction

Mercedes-Benz announces Google AI for MBUX in the CLA

Mercedes-Benz · Conversational assistants · GCP

Google announced Gemini and Vertex AI support for Mercedes-Benz MBUX on January 13, 2025. Availability in the new CLA was planned for later that year; this source does not confirm subsequent launch or current usage.