Sony launches clever AI-enhanced smart TV

Lifestyle 9th Jun 2021 3 mins
Felicity Haythorn

Artificial intelligence seems to be added to everything these days, and it’s only a matter of time before your coffee machine is AI enhanced. But what does it mean when machine learning is applied to TVs? Good question, and one that the folk at Sony have gone to pains to explain via their new BRAVIA XR X90J Full Array LED model, which was launched in April. 

Thanks to its revolutionary Cognitive Processor XR, which employs a completely new processing method going beyond conventional AI, the X90J is designed to replicate the ways humans see and hear, delivering singular picture and sound quality.

It intelligently optimises every pixel, frame and scene, creating pictures that feel deep, natural and real

So how does it work? Well, when we see objects, we unconsciously focus on certain points. The processor, powered by cognitive intelligence, divides the screen into numerous zones and detects where the ‘focal point’ is in the picture. It can cross-analyse an array of elements at once, just as our brains do. All elements are adjusted in conjunction with each other, so everything in the scene is synchronised and lifelike, whereas conventional AI can only detect and analyse picture elements like colour, contrast and detail individually.


It learns, analyses and understands unprecedented amounts of data and intelligently optimises every pixel, frame and scene, creating pictures that feel deep, natural and real.

The processor 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, to deliver supreme realism with an immersive soundscape. 

If the sound of your smart TV being upgraded to an AI TV sounds a bit worrying, fear not. Your Sony TV won’t suddenly become self-aware. The purpose is for AI to help improve the picture and sound quality day by day so it improves over time – which sounds just the sort of robot uprising we can get behind.

The BRAVIA XR X90J 4K HDR Full Array LED TVs in 50, 55 and 65 inches are available to buy now and the 75-inch model will become available later. For more information, please check your local Sony site at