Sony has used the first-ever virtual CES platform to unveil its new BRAVIA XR televisions including the Master Series Z9J 8K LED (pictured above), A90J and A80J OLED, and X95J and X90J 4K LED TVs.

According to Sony, its all-new processing method, powered by the Cognitive Processor XR, goes beyond conventional Artificial Intelligence (AI) by replicating the way we see and hear. 

While conventional AI can only detect and analyse picture elements like colour, contrast and detail individually, the new Sony processor can cross-analyse an array of elements at once to deliver a synchronised and lifelike experience.

Sony A90J OLED TV in 65-inch

Cognitive Processor XR analyses sound position in the signal and output to precisely match action on screen, as well as upconverts any sound to 3D surround sound. It intelligently optimises every pixel, frame and scene for the most lifelike picture and sound Sony has ever delivered. In addition to superior picture quality, the new Cognitive Processor XR offers Sound-from-Picture Reality, which aligns the position of the sound with the images on the screen.

A new addition to the BRAVIA XR line-up is the introduction of Google TV, an all-new entertainment experience that brings together movies, shows, live TV and more, and organises them to suit the individual user. In addition to personalised recommendations, users can bookmark shows and movies to a single Watchlist, which can also be added to from a smartphone or laptop with Google Search.

Sony X95J 4K LED TV in 65-inch

All BRAVIA XR TVs feature HDMI 2.1 compatibility, including 4K 120fps, Variable Refresh Rate (VRR), Auto Low Latency Mode (ALLM) and e-ARC.

Sony’s voice-activated TVs work alongside Google Assistant for users to search content, manage tasks, view calendar or ask questions. With Google Assistant and Amazon Alexa enabled devices, users can cast and control videos from YouTube with Google Nest speakers or change the channel or volume with Google Assistant and Amazon Alexa enabled devices.