GenAI strategy: Unlocking the potential of a transformative technology

GenAI (Generative Artificial Intelligence) has rapidly emerged as a revolutionary technology, igniting excitement across industries and inspiring a wave of exploratory applications. To fully leverage its potential, strategic implementation is key – enabling financial impact and synergies across different business areas. Recognizing this, Mercedes-Benz embarked on a review and refinement of ist GenAI strategy to drive a holistic, value-driven integration of this transformative technology.

To ensure an objective outside-in view, we joined forces with an external consultancy and began with a comprehensive assessment of existing GenAI initiatives at Mercedes-Benz. In collaboration with our partner, we conducted an external benchmarking, top-down financial evaluations, and bottom-up validations to quantify the total business value of current and potential use cases. Additionally, we identified key enablers – such as technological infrastructure, governance frameworks, and workforce training – to establish a strong foundation for scalable and effective implementation. To ensure impact, we optimized governance structures, fostering a cohesive adoption of the GenAI strategy and accelerating the realization of tangible business value.

By refining the strategic direction, we prioritized high-value GenAI use cases that offer the greatest business impact and cross-functional synergies. The optimized use case portfolio aligns innovation with financial value, ensuring a focused investment in transformative AI initiatives across Mercedes-Benz. Through this approach, we reinforced the company’s commitment to turning transformative technology into measurable business success.