Sony's gaming division just bought an AI startup that turns photos into 3D volumes

## Summary
Sony Sony Interactive Entertainment, owner of the PlayStation brand, has acquired Cinemersive Labs , a UK startup developing tools to convert 2D photos and videos into 3D volumes. The startup team will join Sony's Visual Computing Group , a research engineering team focused on graphical technology, including game rendering, video coding and generative AI models. Cinemersive's most recent product is a virtual reality app called Parallax that works as a viewer for parallax photos — three-dimensional images that you can peer around with natural head movements — captured using traditional smartphones and professional cameras with stereo lenses. The startup developed custom AI tools to convert 2D images into 3D volumes to make Parallax possible, and Sony apparently wants to apply that expertise to its own projects. "Following the acquisition, the Cinemersive Labs team will join SIE’s Visual Computing Group (VCG) and contribute to our broader efforts in advancing state of the art visual computing within games," Sony says. "This includes applying machine learning to enhance gameplay visuals, improve rendering techniques, and unlock new levels of visual fidelity for players." Advertisement Advertisement Advertisement Machine learning has been a major focus of Sony's efforts to improve graphical performance on the PlayStation 5 and future hardware.

## Article Content
Sony
Sony Interactive Entertainment, owner of the PlayStation brand,
has acquired Cinemersive Labs
, a UK startup developing tools to convert 2D photos and videos into 3D volumes. The startup team will join Sony's
Visual Computing Group
, a research engineering team focused on graphical technology, including game rendering, video coding and generative AI models.
Cinemersive's most recent product is a virtual reality app called
Parallax
that works as a viewer for parallax photos — three-dimensional images that you can peer around with natural head movements — captured using traditional smartphones and professional cameras with stereo lenses. The startup developed custom AI tools to convert 2D images into 3D volumes to make Parallax possible, and Sony apparently wants to apply that expertise to its own projects.
"Following the acquisition, the Cinemersive Labs team will join SIE’s Visual Computing Group (VCG) and contribute to our broader efforts in advancing state of the art visual computing within games," Sony says. "This includes applying machine learning to enhance gameplay visuals, improve rendering techniques, and unlock new levels of visual fidelity for players."
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Machine learning has been a major focus of Sony's efforts to improve graphical performance on the PlayStation 5 and future hardware. The
PlayStation 5 Pro
was designed around a new GPU, faster storage and PlayStation Spectral Super Resolution (PSSR), custom AI upscaling tech that let the console run games at a lower resolution and then upscale them to 4K. The company recently squeezed even more performance out of the Pro with
an updated version of PSSR
it released in March. And with AMD, Sony is working on
Project Amethyst
, a multi-pronged collaboration to improve ray tracing and upscaling on the future consoles.
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## Expert Analysis

### Merits
N/A

### Areas for Consideration
N/A

### Implications
- The startup team will join Sony's Visual Computing Group , a research engineering team focused on graphical technology, including game rendering, video coding and generative AI models.
- The startup developed custom AI tools to convert 2D images into 3D volumes to make Parallax possible, and Sony apparently wants to apply that expertise to its own projects. "Following the acquisition, the Cinemersive Labs team will join SIE’s Visual Computing Group (VCG) and contribute to our broader efforts in advancing state of the art visual computing within games," Sony says. "This includes applying machine learning to enhance gameplay visuals, improve rendering techniques, and unlock new levels of visual fidelity for players." Advertisement Advertisement Advertisement Machine learning has been a major focus of Sony's efforts to improve graphical performance on the PlayStation 5 and future hardware.
- And with AMD, Sony is working on Project Amethyst , a multi-pronged collaboration to improve ray tracing and upscaling on the future consoles.

### Expert Commentary
This article covers sony, playstation, visual topics. Readability: Flesch-Kincaid grade 0.0. Word count: 288.