Nvidia (NVDA.O) dominates the market for artificial intelligence computing chips. Now it is coming after Intel’s longtime stronghold of personal computers.
The logo of NVIDIA as seen at its corporate headquarters in Santa Clara, California, in May of 2022. Courtesy NVIDIA/Handout via REUTERS/File Photodominates the market for artificial intelligence computing chips. Now it is coming after Intel’s longtime stronghold of personal computers.The AI chip giant's new pursuit is part of Microsoft's effort to help chip companies build Arm-based processors for Windows PCs.
Nvidia, AMD and Qualcomm's efforts could shake up a PC industry that Intel long dominated but which is under increasing pressure from Apple. Apple’s custom chips have given Mac computers better battery life and speedy performance that rivals chips that use more energy. Executives at Microsoft have observed how efficient Apple’s Arm-based chips are, including with AI processing, and desire to attain similar performance, one of the sources said.
Microsoft has encouraged others to enter the market once that exclusivity deal expires, the two sources told Reuters. Microsoft has been encouraging the involved chipmakers to build advanced AI features into the CPUs they are designing. The company envisions AI-enhanced software such as its Copilot to become an increasingly important part of using Windows. To make that a reality, forthcoming chips from Nvidia, AMD and others will need to devote the on-chip resources to do so.
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