Sony aimed to showcase its AI-powered Xperia 1 VIII keyboard, but instead of admiration, memes erupted

Sony Virus: How the AI Camera Assistant “failed” the new Xperia 1 VIII ad

In early May, Sony released an advertising clip showcasing the AI camera feature *AI Camera Assistant* on its flagship smartphone Xperia 1 VIII. The post featured pairs of “before and after” images—original shots on the left and their processed versions on the right. Unfortunately, the results were worse than the originals: photos with AI processing appeared over‑exposed, with blown‑out areas and washed‑out colors.

The reaction unfolded
The message quickly drew attention from users on X (formerly Twitter). Memes and jokes began to surface within hours: users posted their own “before and after” shots where the after looked as if a nuclear flash had occurred. One example turned purple into an empty white square; another—an AI‑processed portrait became so bright that the face almost dissolved into the background.

Criticism was sharp and relentless. Nothing CEO Carl Pei even joined the discussion, asking: “Could this be a hidden attempt by Sony to boost interest in the device?” Many tech bloggers and content creators started retweeting photos, doubting their authenticity.

Official Sony response
In reply to the wave of outrage, the company issued an official statement. It clarified that *AI Camera Assistant* does not edit shots after capture but offers four creative preset options based on scene and subject. The user can choose any of the suggested options or apply custom settings.

Sony also posted example images where the AI algorithm shows processing variants so users can decide which option suits them. The statement emphasized that the function’s purpose is to expand creative possibilities, not replace manual editing.

Conclusion
The situation turned into a genuine meme trend: users shared “before and after” with intentionally ruined post‑processing. While the initial publication may have been an error by the marketing team, it made the Xperia 1 VIII one of the most discussed phones of the week—though not for the reasons Sony had intended.

Thus, the camera’s AI feature landed in the spotlight, and the company was forced to clarify its purpose and show real examples of its work. The question remains open: can the Xperia 1 VIII live up to user expectations after such a turbulent launch?