Sony acquires machine learning company to “enhance gameplay visuals, improve rendering techniques, and deliver new levels of visual fidelity” for PlayStation games
Sony has announced that it is investing in AI-powered machine learning technology to improve the visual fidelity of PlayStation games.
Sony said in a news release that it has reached an agreement to acquire UK-based machine learning company Cinemarsive Labs as part of its mission to continually explore “new ways to push the boundaries of visual computing and deliver richer, more immersive gameplay experiences.”
According to Sony, the Cinemarsive Labs employees will be part of SIE’s Visual Computing Group, which was created in 2024 following Sony’s acquisition of London-based AI company iSIZE, and will “contribute to broader efforts to advance cutting-edge visual computing in games.”
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In case there was any doubt, this acquisition is another investment in AI-powered machine learning upscaling similar to Nvidia’s DLSS, the latest iteration of which has been widely compared to an “AI slop.” Sony introduced its own AI upscaler using PlayStation Spectral Super Resolution (PSSR) technology in the PS5 Pro, but so far it’s been much more conservative than what we saw with DLSS 5.
It’s unclear whether Cinemarsive will tackle PSSR specifically, but it seems like the most logical outcome. Sony says only that the team will “use machine learning to enhance gameplay visuals, improve rendering techniques, and take player visual fidelity to new levels.” AI upscaling is pretty much what PSSR is all about.
“We look forward to welcoming the Cinemarsive Labs team to SIE and continuing to make PlayStation the best place to play,” Sony’s announcement reads.
There isn’t much information you can glean from the official Cinemarsive Labs website, and it’s minimal. There’s only one page to navigate, and it just says, “Cinemersive AI turns a single photo you take into a three-dimensional 3D immersive experience.” Below that is a gallery of 76 stereoscopic images that you can play with and view from different perspectives. There’s also a trailer for Cinemarsive Labs’ Parallax VR app, which lets you view stereoscopic images taken from iconic landmarks around the world.
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It’s unclear how long Cinemarsive Labs’ VR venture will continue under the Sony umbrella, but it’s safe to assume that the website will undergo a slight facelift in the near future.
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