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Sony unveils world’s first Bravia XR TVs with “cognitive intelligence” that works “like a human brain”



Sony has unveiled the 2021 Bravia XR TV lineup. According to the manufacturer, these are the world’s first TVs with “cognitive intelligence”.

The lineup includes models with 8K, 4K, and 4K OLED screens. They are based on the Cognitive Processor X. As Sony notes, “cognitive” processors work “like a human brain”, which allows you to create very realistic images and sounds.

Sony explained:

The new products, based on the intelligent processor Cognitive Processor XR, use an innovative approach to processing audiovisual data that goes beyond conventional artificial intelligence algorithms. It is designed to ensure that content is reproduced in a manner that is sensitive to human vision and hearing. While conventional artificial intelligence (AI) algorithms are capable of recognizing and analyzing image elements such as color, contrast and detail separately, the new processor is able to analyze the entire spectrum of elements at the same time, which is similar to the work of the human brain.

The Sony Bravia XR 2021 lineup includes:

  • Z9J Master Series 8K (Full array LCD) 85 and 75 inches
  • A90J Master Series 4K (OLED) 83, 65 and 55 inches
  • A80J 4K (OLED) 77, 65 and 55
  • X95J 4K (Full array LCD) in 85, 75 and 65 diagonal
  • X90J 4K (Full array LCD) in 100, 75, 65, 55 and 50 diagonal

The TVs use the new Google TV interface with voice control, HDMI 2.1, e-ARC compatibility, including 4K 120fps, Variable Refresh Rate (VRR) and Auto Low Latency Mode, ALLM). Voice assistants Google Assistant and Amazon Alexa are supported.

Sony decided to disclose information on prices and availability in retail only in the spring of 2021.

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