Sony Xperia VIII AI Camera Assistant Faces Backlash Over Poor Marketing Examples

Sony unveiled the Xperia VIII smartphone with an AI Camera Assistant feature that has been widely criticized for its poor promotional images. The AI, part of Sony's Xperia Intelligence system, suggests expressive options by adjusting color, exposure, bokeh, and lens based on subject, scene, and weather. Sony's own examples, shared on social media and its website, show overly bright, high-contrast, and unnatural results. Critics, including tech YouTuber Marques Brownlee (MKBHD) and user Alvin (@sondesix), mocked the images. Insider Sony, a Sony-focused account, claimed the feature works well in real life and blamed the marketing team. Sony later clarified that the AI does not edit photos after shooting but suggests four creative directions, which users can customize. The Verge's Dominic Preston noted better results in his briefing. The backlash highlights a disconnect between Sony's marketing and the actual performance of the AI Camera Assistant.