World’s first cognitive intelligence TV

Complete immersion in an experience that thrills and moves you and feels just like the world around us. That was the goal driving the development of BRAVIA XR™ TVs - built around the brand new Cognitive Processor XR™, designed to replicate the way our brains think and respond.

Bringing you more excitement and emotion through the screen

What does reality feel like? That’s the question BRAVIA XR TVs aim to answer with “Cognitive intelligence”. It understands the way our eyes see, and our ears hear, to present a more human perspective on screen – for an experience that’s closer to the real world and puts you deeper into every scene.

What is cognitive intelligence?

The way we perceive the world is based on information coming from our eyes and ears to our brain at the same time. Conventional AI can only detect and analyse elements like colour, contrast and detail individually. Cognitive Processor XR can cross-analyse every element at once, just as our brains do.

Analysing hundreds of pieces of information, the same way our brains do

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

Pictures just like the way our eyes perceive the world
A split screen image of a peacock showing how colour, contrast, clarity and motion are adjusted for a picture in balance
Every element in balanced harmony, for a real world picture

When the different elements that make up a TV picture are looked at individually and all elements adjusted to the same level, the results can feel artificial and take the viewer out of the experience. With cross-analysation, each element is adjusted to its best final outcome, in conjunction with each other, so everything is in harmony and feels totally natural.

Focusing the same way our eyes do

When we see something in real life, our eyes don’t focus on everything at once, but only on the object we want to see at the time. BRAVIA XR TVs work the same way, detecting the main focal point in the scene and by enhancing each detail in the object, ensuring that it stands out with a natural sense of depth, the same way as in the real world.

An image of a woman on a train highlighting the focus improvements BRAVIA XR provides
Creating a more realistic, immersive soundscape, just like you hear in real life
Tv showing a woman singing with sound waves coming from the microphone on screen
Sound positioned to bring you into the action

Our ears are remarkably good at pinpointing where specific sounds are coming from in a multi-dimensional space around us. That’s why it sometimes feels like sound doesn’t match the picture with TVs that have speakers on the side or around the frame. BRAVIA XR TVs use advanced sound processing to make the sound match precisely with what’s on the screen. The result is a feeling like you’re right there in the heart of the scene.

A virtual sound experience with extra dimensions 

While regular TV sound comes out into the room horizontally, BRAVIA XR TVs can send out sound in all directions – just like in real life. Whatever you’re watching, they analyse and upconvert audio to 5.1.2ch surround sound, for a real multi-dimensional experience. Now sound isn’t just positioned horizontally, but vertically too, creating a true 3D soundscape.

A woman watching TV on a sofa in a living room with sound waves coming from virtual speakers above, behind and in front of her
Hear about the philosophy behind BRAVIA XR 

Hear from the engineering team behind the new BRAVIA XR TVs about what drove them to create a completely new type of TV processor.

Discover the inspiration behind the BRAVIA XR design

Hear from the creative team behind the BRAVIA XR design about its minimalism concept, with extremely narrow bezels and a one slate design that delivers a truly immersive experience at home.

Watch the New BRAVIA XR TV Announcement

Learn about the philosophy behind BRAVIA XR with Cognitive Processor XR inside and how it enhances vision and sound for an experience that's more realistic than ever before. See interviews with our partners about BRAVIA CORE and Google TV about their involvement in these features.

Watch a demonstration of BRAVIA XR

Discover the technology behind the BRAVIA XR range and learn how about all the improvements in picture, sound and smart features that set these TVs apart.

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