AI is increasingly being embedded into devices to give them new capabilities, and Sony’s latest TV extends that trend.


Love the Exponential Future? Join our XPotential Community, future proof yourself with courses from XPotential Universityconnect, watch a keynote, or browse my blog.

A lot’s happening in the TV world after Sony released the first 16k TV, LG revealed the world’s first rollable TV, and Xiaomi unveiled the world’s first transparent TV. Now Sony has done it again and unveiled a new lineup of Bravia TVs that “mimic the human brain” to replicate how we see and hear. The devices use a new processing method that Sony calls “Cognitive Intelligence.”


MIT's new artificial synapse brings "Brain on a chip" hardware closer


The company says cognitive intelligence goes beyond standard Artificial Intelligence (AI) to create an immersive visual and sound experience: “While conventional AI can only detect and analyze picture elements like colour, contrast, and detail individually, the new Cognitive Processor XR can cross-analyze an array of elements at once, just as our 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.”


Courtesy: Sony


The processor divides the TV screen into zones and detects the focal point that the consumer is most likely watching in the picture then enhances it – much in the same way that Facebook’s latest Virtual Reality rendering technology, called Foveated Rendering, only renders 10 percent of the image yet as far as the consumer is concerned the entire VR world still looks hi-def. In short not only does this technique reduce the amount of processing power needed to generate great hi def images but like some of the latest AI based Codecs it also dramatically reduces the amount of bandwidth needed to stream even the highest resolution content. Win win.


Microsoft drops $1 Billion on OpenAI to fund Artificial General Intelligence development


Sony’s tech also analyzes sound positions in the signal to match the audio to the images on that part of the screen. In a video demo, Sony said the expanding size of TVs has made viewers focus on parts of the screens rather than the entire image — like we do when viewing the real world.



“The human eye uses different resolutions when we are looking at the whole picture and when we are focusing on something specific,” said Yasuo Inoue, a Sony signal processing expert.

“The XR Processor analyzes the focal point and refers to that point as it processes the entire image to generate an image close to what a human sees.”


ChatGPT claims the crown as the fastest growing app in history


It’s impossible to tell how well the AI works without seeing the TVs in person, and if you want to test it out yourself then you’ll likely need deep pockets. Pricing and availability for the new lineup will be announced in the spring.

About author

Matthew Griffin

Matthew Griffin, described as “The Adviser behind the Advisers” and a “Young Kurzweil,” is the founder and CEO of the World Futures Forum and the 311 Institute, a global Futures and Deep Futures consultancy working between the dates of 2020 to 2070, and is an award winning futurist, and author of “Codex of the Future” series. Regularly featured in the global media, including AP, BBC, Bloomberg, CNBC, Discovery, RT, Viacom, and WIRED, Matthew’s ability to identify, track, and explain the impacts of hundreds of revolutionary emerging technologies on global culture, industry and society, is unparalleled. Recognised for the past six years as one of the world’s foremost futurists, innovation and strategy experts Matthew is an international speaker who helps governments, investors, multi-nationals and regulators around the world envision, build and lead an inclusive, sustainable future. A rare talent Matthew’s recent work includes mentoring Lunar XPrize teams, re-envisioning global education and training with the G20, and helping the world’s largest organisations envision and ideate the future of their products and services, industries, and countries. Matthew's clients include three Prime Ministers and several governments, including the G7, Accenture, Aon, Bain & Co, BCG, Credit Suisse, Dell EMC, Dentons, Deloitte, E&Y, GEMS, Huawei, JPMorgan Chase, KPMG, Lego, McKinsey, PWC, Qualcomm, SAP, Samsung, Sopra Steria, T-Mobile, and many more.

Your email address will not be published. Required fields are marked *