Yogesh Brar spotted an interesting news! He writes:

Sony is slowly ending the IMX sensor lineup and rebranding existing products to Lytia series
Eg. IMX890 is now LYT701
IMX882 is LYT600
Expect Sony to completely shift to LYT lineup by 2026

DClife noted this:

If you look at the official Sony Semiconductor Solutions website , you will see that the brand page for the “LYTIA” mobile image sensor, which unleashes creativity, has already been launched.

LYTIA is the culmination of Sony’s “technology” and “passion” that has been driving innovation in image sensors for over half a century and has been behind the newly pioneered culture of smartphone photography. Going forward, we will continue to combine LYTIA with other cutting-edge technologies such as AI and AR to create a future where everyone can enjoy a more creative life than ever before.

It’s clear that they want to highlight the Artificial technology on their latest sensor generation. So maybe that’s why they though it would be worth to rebrand.