It is through the Cognitive Processor XR application that Sony BRAVIA TVs analyze content and recreate it in the same way humans see and hear it in the real world.

These are new televisions that understand where humans tend to focus on an image, like the main character in a movie. In addition, these know that the sound must come over you when it is an airplane, and they recreate that sound in the room.

The goal is then for the content to be recreated in such a real way that it "can almost be felt."

According to the tech company, in the new Z9K and X95K models you will see greater control of its latest generation of backlighting in the Mini LED, promising more brightness, there are improvements in terms of HDR and lighting, providing deeper blacks, while colors will be more natural, without the typical blooiming effects.

However, for streaming fans, Sony has adapted Netflix's calibration mode, adjusting the TVs according to the surrounding environment, be it a dark room or brighter conditions, in order to optimize the picture for the respective content.

"The Z9K and A95K models have a Bravia camera included with the TV, being optional for other models, connected via USB. Through the camera it is possible to optimize the environment, depending on the user's position in the room, from the image to the sound," says the company.

According to Sony, the user will also be able to use gesture controls directly on the TV. It also detects proximity, when children sit too close to the screen. Also, when it detects that no one is in front of the TV, it goes into power-saving mode automatically. The camera has privacy systems and video chat functionalities.

However, the news does not stop there, the manufacturer will also launch a new remote control, smaller and minimalist, with fewer functions. It will also highlight the buttons for streaming platforms. It has backlighting so you can see its functions. In case you lose the remote on the couch or elsewhere, the "find my remote" feature can be requested from Google Assistant. The remote will beep until it is found.