Sony Clarifies Xperia 1 VIII AI Camera Feature After Online Backlash

"It doesn't edit photos after shooting – it suggests 4 settings in different creative directions."
— Sony's official clarification on X

Sony issued a statement clarifying the function of the AI Camera Assistant on its upcoming Xperia 1 VIII smartphone after a marketing campaign generated widespread online criticism. The company explained that the tool is a suggestion engine, not an automatic photo editor.

Background

Sony used its official X account to post promotional images for the Xperia 1 VIII that included side-by-side comparisons. The campaign featured "before" and "after" shots intended to demonstrate the AI Camera Assistant's capabilities. In the posted images, the AI-assisted versions appeared overexposed with blown-out highlights.

Public Response

Users on X mocked the campaign by posting their own "before and after" edits, often making the "after" images extremely bright or white. Industry figures also commented.

Nothing CEO Carl Pei questioned whether the post was engagement farming.

Tech commentator Marques Brownlee noted that the AI suggestions appeared worse than the original images. The incident generated significant online discussion.

Sony's Clarification

Sony did not delete the original posts. In a subsequent response on X, the company provided additional examples and a detailed explanation of the feature.

Sony stated: "It doesn't edit photos after shooting – it suggests 4 settings in different creative directions based on the scene and subject. You can choose any option or use your own settings."

Subsequent Examples

Sony released new example images for the AI Camera Assistant. According to reports, these received less criticism than the initial set, with improvements in exposure and color.