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Sony Announces World’s First Cognitive Intelligence Televisions

Sony today announced the world’s first cognitive intelligence televisions. The new BRAVIA XR televisions include MASTER Series Z9J 8K LED, MASTER Series A90J and A80J OLED, and X95J and X90J 4K LED. Powered by the Cognitive Processor XR, the brain of the new BRAVIA XR, the televisions use a completely new processing method that goes beyond conventional AI, designed to replicate the ways humans see and hear.

While conventional Artificial Intelligence (AI) can only detect and analyze picture elements like color, contrast and detail individually, the new processor can cross-analyze an array of elements at once, just as human brains do. By doing so, each element is adjusted to its best final outcome, in conjunction with each other, so everything is synchronized and lifelike – something that conventional AI cannot achieve.

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When humans see objects, they unconsciously focus on certain points. Cognitive Processor XR, powered by cognitive intelligence, divides the screen into numerous zones and detects where the ‘focal point’ is in the picture. Cognitive Processor XR can analyse sound position in the signal so the sound matches precisely with what’s on the screen.

To create closer-to-reality feeling, Cognitive Processor XR divides the screen into hundreds of zones and recognizes individual objects in these zones better than ever before. What’s more, they can cross-analyze around a few hundred thousand different elements that make up a picture in a second, the same way that our brains work.

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Cognitive Processor XR upconverts any sound to 3D surround sound, to deliver supreme realism with an immersive soundscape. It learns, analyses and understands unprecedented amounts of data and intelligently optimises every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered.Suggested retail price and retail availability will be announced in spring 2021.