Sony's new Bravia XR TVs are all about 'cognitive intelligence'

Image processing has always been at the heart of Sony's TV designs. Sure, its premium Bravia TVs have typically featured the latest and greatest display hardware around, but the company's devotion to image quality has typically set it apart from competitors. This year, Sony is doubling down on that reputation with the Cognitive Processor XR, a new image processor that will focus on bringing "cognitive intelligence" to its upcoming Bravia XR LED and OLED TVs. I know, that sounds like a marketing buzzword, but it describes a new approach to image processing for Sony. Its previous chips used artificial intelligence to optimize individual elements of the picture, things like brightness, contrast and color.