World's first cognitive intelligence TVs

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.

Discover the new Sony BRAVIA XR TVs
A90J
A90J | BRAVIA XR | MASTER Series| OLED | 4K Ultra HD | High Dynamic Range (HDR) | Smart TV (Google TV)

A90J Series

• Our brightest-ever OLED picture with ultimate blacks
• Cognitive Processor XR™ - Revolutionary TV processing that understands how humans see and hear to deliver realistic picture quality
• Billions of accurate colors produce picture quality that is natural to the human eye
• Advanced screen-speaker technology perfectly matches sound with the action on screen

Available Sizes:
·       55” class (54.6” diag.)
·       65” class (64.5” diag.)
·       83” class (82.5” diag.)

A80J
A80J | BRAVIA XR | OLED | 4K Ultra HD | High Dynamic Range (HDR) | Smart TV (Google TV)

A80J Series

• Premium OLED picture with true black and vibrant color
• Cognitive Processor XR™ - Revolutionary TV processing that understands how humans see and hear to deliver realistic picture quality
• Billions of accurate colors produce picture quality that is natural to the human eye
• Advanced screen-speaker technology perfectly matches sound with the action on screen

Available Sizes:
·       55” class (54.6” diag.)
·       65” class (64.5” diag.)
·       77” class (76.7” diag.)

X90J
X90J | BRAVIA XR | Full Array LED | 4K Ultra HD | High Dynamic Range (HDR) | Smart TV (Google TV)

X90J Series

• Precisely controlled backlighting brings out real-life depth and detail
• Cognitive Processor XR™ - Revolutionary TV processing that understands how humans see and hear to deliver realistic picture quality
• Billions of accurate colors produce picture quality that is natural to the human eye
• Intelligent motion processing for smooth, blur-free sports and movies

Available Sizes:
·       50” class (49.5” diag.)
·       55” class (54.6” diag.)
·       65” class (64.5” diag.)
·       75” class (74.5” diag.)

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.

Pictures just like the way our eyes perceive the world 
A split-screen image of a peacock showing how color, contrast, clarity, and motion are adjusted for a picture in balance
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.

An image of a woman on a train highlighting the focus improvements BRAVIA XR provides
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
TV showing a woman singing with sound waves coming from the microphone on screen
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 woman watching TV on a sofa in a living room with sound waves coming from virtual speakers above, behind and in front of her
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. 

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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.

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.