Sony Middle East & Africa is leveraging its AI capabilities in the region through innovative products and services across several key product segments – including televisions, digital imaging and audio products. These investments in cutting-edge technologies are designed to meet the growing demand for personalisation and increased digitalisation in online gaming and OTT in the region, as well as deliver an optimised experience for content creators.

Among Sony’s most notable technologies in 2023 is the Cognitive Processor XR™, which allows BRAVIA TVs to analyse content and recreate it the same way humans see and hear in the real world. Sony’s Real-time Eye Auto-Focus (AF) also makes it possible to shoot like a professional photographer, with perfect focus on the eye in a split-second. 

Sony Aiming to Transform Entertainment through its AI Technology in Latest Products

Meanwhile, Sony’s Alpha 7RV mirrorless camera features a state-of-the-art AI focusing system that can accurately detect not only human faces, but also birds, animals, insects, and even vehicles. This new AI processing unit enables new breakthroughs in subject recognition for both still photography and video shooting.  

Other notable AI advancements include DSEE Extreme™, which incorporates Sony's unique sensing technology to transform sound quality. Furthermore, Sony is also investing in the metaverse in areas such as games, music and sports. Sony unveiled its latest invention for the metaverse, a wearable motion-tracking system called Mocopi. The new system, like motion capture suits, comprises of six colourful sensors that are placed on various points of the body to capture human movements in real time and link them to an avatar. 

 Joebin Joejoe, Deputy Managing Director at Sony Middle East and Africa, says: Artificial intelligence is set to be the most significant technology in 2023, with key advancements in adaptive AI and generative AI. Sony is already leveraging this technology to connect with users in the region through innovative products and services that help them expand their creativity and truly enjoy entertainment. As an innovative technology brand, we plan to continue our growth strategy in 2023, and we are excited for even more consumers in the region to discover our advanced portfolio of products this year.