Emotions – The Key to Sony BRAVIA XR Cognitive Intelligence TVs Delivering Experiences Beyond AI

The XR Perception Processor divides the screen into hundreds of zones, recognizes individual objects and corrects them in relation to other elements to ensure harmonious, lifelike images.

Cognitive Processor XR – The Key to Emotions

With the launch of the BRAVIA XR 2021 TV generation, Sony has officially introduced the XR cognitive intelligence technology. While artificial intelligence AI is merely processing data using machine learning logic; Sony’s cognitive intelligence takes the experience to the next level by simulating how the human brain works. Since then, the Sony BRAVIA XR TV series can harmonize hundreds of thousands of audio and visual elements to arouse all emotions of the audience.

Cognitive Processor XR cognitive intelligence can be likened to the brains of BRAVIA XR TVs. Developed by Sony under the codename Sharaku, this processor is named after the famous painter of the 18th century Ukiyo-e school in Japan. He is a person who clearly understands the perception of the audience, thereby knowing what points should and should not be emphasized in the subject. That is why, despite the same subject, Sharaku’s paintings always arouse “kando” – excitement – in the audience. This is also the philosophy that the Japanese electronics company uses in cognitive intelligence, putting human emotions at the forefront.

Humans have “hearing” and “seeing”, cognitive intelligence has “XR Sound” and “XR Picture”

When enjoying TV, people use 2 senses that are “seeing” and “hearing”. Corresponding to this, the Cognitive Processor XR cognitive intelligence processor simulates the brain to process images with XR Picture and sound with XR Sound.

The world’s first Cognitive Intelligence TV developed by Sony has officially launched in Vietnam market.

XR Picture converges Sony’s most advanced image quality improvement technologies, divided into 4 groups: XR Color (color), XR Clarity (resolution), XR Contrast (contrast) and XR Motion (Move). The signal will be decomposed into a series of regional and detailed data, cross-analyzed and processed according to human perception. The Cognitive Processor XR knows exactly what points the viewer will notice on the frame, thereby optimizing the image quality in the most realistic way. This also helps the content producer’s visual message become clearer, fully conveyed to the audience.

At the same time, XR Sound immerses the audience with the sound of home theater with 2 key technologies, XR Sound Position and XR Surround. In it, XR Sound Postion analyzes the position of the sound according to the signal and plays it in sync with the image, creating a unified sound-visual feeling as if everything happened in real life. In order not to limit the experience to only some supported content, Sony uses XR Surround technology to upscale all audio signals to 3D surround sound to take advantage of XR Sound Position.

The delicate combination of XR Picture and XR Sound in the Cognitive Processor XR cognitive intelligence is the key that sets BRAVIA XR apart from other TVs on the market.

Combined with the OLED screen, the Cognitive Processor XR helps the picture on the BRAVIA TV have more depth and fidelity (OLED A9J).

The difference between XR cognitive intelligence and AI artificial intelligence – logic is not enough, emotions are needed

With the limitations of current technology, AI artificial intelligence only stops at analyzing signals and data using logic-based “machine learning” methods. Thereby, the AI ​​searches and analyzes image elements such as color, contrast or details individually. As a result we get only logically “standard” frames, but that’s not enough. In fact, in the entertainment industry, emotion is the most important factor determining success. The most important thing about a good film is its ability to conquer the audience’s psychology, taking them through all levels of emotions.

Cognitive intelligence is designed to cross-analyze hundreds of thousands of visual and audio elements as to how humans perceive the world around them. It is this that the cognitive intelligence “understands” for humans what color is beautiful, how detailed is called sharp, how much sound is vivid, etc. Not stopping there, the processor The Cognitive Processor XR can also determine what is and should not be pressed in the frame, thereby preserving the message the content creator wants to send to the audience.

It can be seen that despite being a trend in many fields, current AI technology is still not optimal for TVs. The Japanese electronics company has realized this, and developed cognitive intelligence technology exclusively for the BRAVIA XR TV series. By putting human emotions at the center, this is a trend that will continue to elevate the home entertainment experience to new heights.