Sony launches new BRAVIA TV with cognitive intelligence


Sony has introduced its new BRAVIA XR A80J 4K HDR OLED TV and entry-level X80J/X81J 4K LED TV.

Available to order now, the A80J adds to the brand’s BRAVIA XR line-up based on the new Cognitive Processor XR, which employs a completely new processing method going beyond conventional AI, designed to replicate the ways humans see and hear.

When we see objects, we 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. While conventional Artificial Intelligence (AI) can only detect and analyse picture elements like colour, contrast and detail individually, the new Cognitive Processor XR can cross-analyse an array of elements at once, just as our brains do. By doing so, all elements are adjusted in conjunction with each other for best final outcome, so everything in the scene is synchronised and lifelike – something that conventional AI cannot achieve.

Cognitive Processor XR can also analyse sound position in the signal so the sound matches precisely with what’s on the screen. In addition, it upconverts any sound to 3D surround sound.

Sony said the result is the most lifelike picture and sound it has ever delivered.

Sony X80J/X81J 4K LED TV

BRAVIA XR A80J 4K HDR OLED TVs feature the exclusive BRAVIA CORE service. Pre-loaded on all new BRAVIA XR models, users can enjoy a selection of the latest SPE premium and classic titles and the largest IMAX Enhanced collection.

Meanwhile, the X80J/X81J 4K LED TVs are well-rounded smart TVs incorporating several established Sony technologies. Similarly to the BRAVIA A80J, they come with Google TV. You can use your voice remote to easily find your favourite movies, shows, and music or ask Google to find a specific title, search by genre, or get personalised recommendations on what to watch.