Sony touts cognitive AI processing with its new line of BRAVIA XR TVs

The Cognitive Processor XR cross-analyses visual elements like how our brains do

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Sony has just announced a new line of TVs – BRAVIA XR – built around showcase what they call, “Cognitive Processor XR”. It’s an interesting thought that the highlight of the new tech is down mostly to its processing abilities, but on paper at least, it sounds like a pretty big leap.

The party trick: Cognitive Processor XR

The idea behind this process is that as opposed to most current AI features that you find on display devices, which detect and analyse discrete elements like colour, contrast and detail individually, Sony’s implementation supposedly can cross-analyse these elements at the same time; in other words, the elements are all interdependent to each other.

Even from a distance, the newer Sony BRAVIA XR X95J on the right displays more vibrance.
Even from a distance, the newer X95J on the right displays more vibrance.

It is also able to detect focal point zones of the content being screened, which it will process slightly to enhance that feeling of sharpness and depth. To complete the trifecta, the processor also upscales the audio track to 3D surround sound so that it follows the action on the screen for a more immersive experience.

Our first impressions were good, and they certainly look more dynamic (and sound better) than last years models though sometimes it does border on being on the verge of overdoing it – too bright, too sharp – but, it could just be the nature of the content being displayed, which was selected to emphasise its range.

Key line-up features

A Netflix for your Netflix for your Netflix: An extension of Android TV which in turn is the spiritual successor of the original Google TV, it functions as an aggregator for visual content be it live TV or subscription services. The BRAVIA XR range also has a Netflix Calibrated Mode to enhance the Netflix experience.

The BRAVIA XR line features Google TV, an extension of Android TV.
The BRAVIA XR line features Google TV, an extension of Android TV.

Bruh can I play PS5 on that: HDMI 2.1 with e-ARC, 4K 120fps support, Variable Refresh Rate, Auto Low Latency mode for all BRAVIA XR models. It also allows 8K 60fps content. So you don’t have to worry about getting the latest console and having to get another TV along with it.

Look ma no hands: You can now turn on the TV with voice alone thanks to Google TV, and on top of that there’s the usual convenience of being compatible with Google Assistant and you can control the TV through Assistant-enabled speakers and devices.

Other features

  • XR Motion Clarity is Sony’s latest tech in minimising blur and especially improving high-speed scenes aka striving for the best Best Denki experience.
  • Calman Ready and offers a greater degree of calibration options if you are using a Calman.
  • Dolby Vision HDR and Dolby Atmos support guarantee a high standard of audio and visual quality.
  • Ambient Optimisation to optimise picture and sound quality in relation to its environment.

Quick rundown

Because it can get confusing at times when there are so many models released at once, here’s a quick look at the models available and some of the notable features they have on top of the universal ones we’ve mentioned so far.

Master Series Z9J 8K LED [85"]

Display: One slate design, Full Array LED panel, XR Triluminos Pro, XR Contrast Booster with X-Wide Angle
Upscaling: XR 8K Upscaling
Audio: Acoustic Multi-Audio
Stand: Three-way stand (small footprint, ‘hero’, or soundbar)
Price: $26,999

Master Series A90J OLED [65" and 55"]

Display: One slate design, OLED with XR Triluminos Pro and XR OLED Contrast
Upscaling: XR 4K Upscaling
Audio: Acoustic Surface Audio+
Stand: Two-way stand (‘hero’ or soundbar)
Price: From $5,999

A80J OLED [77", 65", 55"]

Display: One slate design, OLED with XR Triluminos Pro and XR OLED Contrast
Upscaling: XR 4K Upscaling
Audio: Acoustic Surface Audio+
Stand: Two-way stand (‘hero’ or soundbar)
Price: From $5,999

X95J 4K LED [85", 65"]

Display: One slate design, Full Array LED panel, XR Triluminos Pro, XR Contrast Booster, X-Anti reflection and X-Wide Angle
Upscaling: XR 4K Upscaling
Audio: Acoustic Multi-Audio
Stand: Three-way stand (small footprint, ‘hero’, or soundbar)
Price: From $4,499

X90J 4K LED [75", 65", 55", 50"]

Display: One slate design, Full Array LED panel, XR Triluminos Pro and XR Contrast Booster
Upscaling: XR 4K Upscaling
Audio: Acoustic Multi-Audio (no Acoustic Center Sync)
Stand: Standard
Price: From $2,599
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