by AI in Automotive Design: The Opinion of the Mercedes Chief
Artificial intelligence is being used more and more actively in modern professions, including creative fields such as automotive design. Mercedes-Benz is experimenting with these technologies; however, the head of the design department, Gorden Wagener, remains dissatisfied with the current results of AI’s work.
Limitations of AI in Creating Unique Designs
Wagener believes that AI can generate high-quality visualizations and improve sketches by working with lighting, but it is incapable of creating truly original or iconic shapes for cars. In an interview with MotorTrend, he noted that the technology is productive but cannot offer anything truly unique.
AI generates 99% useless content, and only 1% is worth attention. We are learning to separate the useful from the unnecessary, and the technology is improving every day.
Saturation with AI Renders and Mercedes’ Strategy
Wagener pointed out that the internet is overflowing with AI-generated images, which reduces their novelty and makes it difficult to create expressive concept cars. To meet the demand for unique design, Mercedes gives each model its own identity: the E-Class gets a sporty character, the S-Class gets elegance, the SL gets a focus on performance, and the Maybach gets luxury.
The Future of Designers and the Role of AI
Wagener has previously expressed the opinion that AI could make designers unnecessary within the next decade. He believes his successor will be a machine, which would be economically beneficial for the company. However, for now, AI is considered an auxiliary tool, not a full replacement for human creativity.
Current Projects and Innovations at Mercedes
Mercedes designers continue to work on traditional projects, such as new generations of the C-Class, E-Class, the updated S-Class, and the compact “baby” G-Class. The recently introduced GLC EV demonstrates future trends, including star-shaped LED headlights and radiator grille illumination inspired by historical models.
Wagener noted that the radiator grille was not part of the initial plan—it was added after a discussion with Mercedes’ Chairman of the Board, Ola Källenius. This change required additional resources, but he is confident the result is worth the effort.
Although AI continues to improve, its role in design creation remains controversial. Some experts believe the technology can help generate ideas, but the final decisions remain with humans. Other fields, such as architecture and art, also face similar questions, making this discussion relevant for all creative professions. Wagener emphasizes that currently, AI cannot replicate the emotional depth and cultural context that experienced designers put into their work.
