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World's first cognitive intelligence TVs 1

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.

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 analyze elements like color, contrast and detail individually. Cognitive Processor XR can cross-analyze every element at once, just as our brains do.

Analyzing 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 recognizes individual objects in these zones better than ever before. What's more, they can cross-analyze around a few hundred thousand different elements that make up a picture in a second, the same way that our brains work.

Analyzing focal point

Analyzing contrast

Analyzing color

Analyzing clarity

Pictures just like the way our eyes perceive the world

Every element in balanced harmony, for a real-world picture

Unlike a conventional TV where all picture elements are adjusted to the same level, BRAVIA XR TVs with cross-analyzation adjust each element 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

BRAVIA XR TVs work the same way as our eyes, detecting the main focal point in a scene and enhancing each detail in an object so it stands out with a natural sense of depth, just as in the real world.

Creating a more realistic, immersive soundscape, just like you hear in real life

Sound-positioned to bring you into the action

With advanced sound processing that mimics the human ear by pinpointing where sound is coming from and placing it in the right spot on screen, BRAVIA XR TVs put you at the heart of the scene.

A virtual sound experience with extra dimensions

Delivering sound in horizontal and vertical directions, BRAVIA XR TVs provide a real multi-dimensional experience. They analyze and upconvert audio to 5.1.2ch surround sound, creating a true 3D soundscape.

See it first.


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.

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. 4

Watch a demonstration of BRAVIA XR

Discover the technology behind the BRAVIA XR range and learn about all the improvements in picture, sound, and smart features that set these TVs apart. 4


  1. Google TV is the name of this device's software experience. Google, YouTube, YouTube Music, Google TV and other marks are trademarks of Google LLC.
  2. As of 11/18/20, Cognitive Processor XR cross-analyzes multiple picture elements combined with focal points; recreating human perspective. Verified by Strategy Analytics.
  3. CES® Innovation Awards are granted to products based upon materials submitted by the honorees. CTA neither verifies the accuracy of any submissions nor tests any products.
  4. Awarded to 85" (diag.) model.
  5. Service and feature availability varies by region.
  6. ©2020 Sony Electronics Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony, EXTRA BASS, BRAVIA, and BRAVIA CORE and its logos are trademarks of Sony Corporation. All other trademarks are trademarks of their respective owners. Features and specifications are subject to change without notice.