By Adam Pease
Nvidia Makes Play for AI-At-Home with New Chip Line
Nvidia has recently announced a new line of AI-first chips designed for at-home use by consumers. While Nvidia has always been known for its consumer hardware, originally pitched for gaming, its new series of cards are being marketed specifically for home users of AI tools.
This blog discusses the announcement and its implications for generative AI.
What New Chips Is Nvidia Bringing to Market?
The new chips Nvidia announced, the RTX 4060 Super, RTX 4070 Ti Super and RTX 4080 Super are designed specifically with tensor core architectures that will perform efficiently with today’s AI models. Nvidia claims its new chips will boost generation speeds and allow users of generative AI to accomplish things at home that would have required cloud resources before.
Coming off the heels of a chip shortage and facing extreme demand, it remains to be seen how the pricing and supply of Nvidia’s new chip line will shift as time passes.
Still, one thing is clear, with this move, Nvidia is making a bet on the growth of on-device generative AI use, which suggests that the costs of running AI systems may be dramatically dropping.
The Growing Consumer Market
While cloud-based offerings like ChatGPT have stolen the limelight, many open-source alternatives to language models or image generation AI tools have steadily gained popularity over the past year.
In the same way it targeted power users of personal computers, who required highly powerful gaming chips in the past, NVIDIA now hopes to target the growing consumer market of generative AI enthusiasts.
Still, it remains to be seen whether the lion’s share of generative AI usage will be carried out on the cloud or on personal devices. While many mobile applications do seem far, off, providers like Apple have already pioneered the use of AI image upscaling in their photography toolsets.
Similarly, the power of more efficient hardware could shift the tables away from the large cloud providers, further cementing Nvidia’s critical position in the market.
Bottom Line
Nvidia’s new consumer-oriented line of AI chips differs from its enterprise-geared H100s, and other chips designed for scaling in cloud data centers.
Nvidia is betting on the growth of a consumer market who wants to run AI on their home computer. Time will tell how this move pans out.
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