A masterpiece perfected by time-honed expertise. Years of commitment to innovation can't be imitated overnight. The world-leading OLED's uniquely tailored alpha chipset elevates the viewing experience to new heights. The World's No.1. 11 years later, still on top Our reign as the world's favorite OLED continues. alpha 9 AI Processor Gen7 Only α makes OLED as vivid as this The alpha 9 AI Processor Gen7 chip redefines OLED with refinements that add transformative yet lifelike detail. Intelligence that refines the OLED experience AI Customization Syncs with how you watch A picture tailored to your taste Select your favorite images, and AI Picture Wizard creates a picture tailored exactly to your unique taste from 85 million possibilities, then saves it to your profile. Intelligence that's bright in any light Come day or night, Brightness Control detects the light in your space and balances the picture accordingly for crisp and clear visuals. AI Picture Pro Insane realism with authentic charm A woman with piercing blue eyes and a burnt orange top in a dark space. Red lines depicting AI refinements cover part of her face, which is bright and detailed, while the rest of the image looks dull. Pause video AI Super Upscaling AI fine-tunes the resolution After classifying the frame, AI Noise Reduction and AI Super Resolution realistically elevate scenes. AI Sound Pro Hear every detail of the soundscape. Experience the ultra- slim sensation A minimalist design with narrow bezels ensures a clean presence for sleek elegance and your full focus.