Sony has announced that it will acquire UK-based machine learning company Cinemersive Labs to help advance visual fidelity in PlayStation games. The acquisition is part of Sony's strategy to explore new ways to enhance gameplay visuals, improve rendering techniques, and unlock new levels of visual fidelity for players. The company's employees will be part of SIE's Visual Computing Group, which was formed in 2024 following Sony's acquisition of London-based AI company iSEC. This acquisition is another investment in AI-powered machine learning upscaling similar to Nvidia's DLSS.