d&b's approach to immersive audio is about much more than adding the ability for sounds to come from behind the listener. The goal is to have a system which uses applied intelligence to automatically interpret the engineers artistic goals and apply those intentions onto the available loudspeakers. The result is a system which is self-aware and automatically optimized. No more pink noise and hours of tuning.... just let the system work for you. Gone are the days of a 'stereo sweet spot'... all listeners are now in the sweet spot. Together we will investigate the current and future capabilities of our systems to best understand where the technology of sound reinforcement is headed.