Sony has created a world-first range of TVs powered by a form of artificial intelligence (AI) designed to mimic the workings of the human brain.
The technology, which the company is calling cognitive intelligence, is inspired by how human see, hear and perceive sound and pictures simultaneously, while conventional AI relies upon analysing elements one after the other.
A new processor called the Cognitive Processor XR divides the TV’s screen into zones to detect where the picture’s ‘focal point’ lies, tweaking colour, contrast and detail to create what Sony claimed is the highest quality possible immersive viewing experience.
It can also upgrade the TV’s audio to 3D surround sound to match precisely what’s being shown on screen, analysing both audio and visual inputs to appear lifelike in the same way a human would process what they’re watching.
The Bravia XR range of TVs is sheduled to go on sale in late spring, with prices yet to be confirmed.
The premium Master Series Z9J, which consists of two 85-inch and 75-inch 8K sets, also support XR Motion Clarity technology, which cross-analyses data to minimise on-screen blurring.
Three OLED models, sized at 83-inches, 65-inches and 55-inches respectively make up the new Master series A90J, alongside the A80J range’s 77-inch, 65-inch and 55-inch TV sets.
The Japanese company also confirmed its own streaming service, Bravia Core, which is exclusive to the new Bravia XR range and will include films and content from Sony Pictures Entertainment before they’re released on other platforms.
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“Sony’s intent is to constantly innovate in the TV technology to offer the most immersive viewing experience possible’, said Masaomi Ando, head of Sony Europe’s TV business unit.
“The new Bravia XR TVs convey reality better than ever, thanks to the processing power of the world’s first cognitive processor, which goes beyond conventional AI.”
CES goes digital-only
The announcement comes ahead of the first online-only CES: the world’s largest consumer electronics show that is usually held in Las Vegas every January. This year’s show is due to run virtually from Monday 11 January – Thursday 14 January.
While the in-person show has been cancelled for 2021 due to the coronavirus pandemic, thousands of international attendees meant last year’s event was singled out as a potential key event in bringing the virus to the US.
Sony unveiled a prototype car created to make autonomous driving safer and more reliable thanks to an array of data-collecting sensors during last year’s show, alongside the logo for the PlayStation 5 console and 8K TV sets.
