Nvidia Unveils GeForce RTX 4080 SUPER and RTX 4070 Ti SUPER Chips at CES 2024, Asserts Dominance in the “AI PC” Competition
Nvidia Corp., the leading provider of chip technology in data centers for AI software, has introduced new products aimed at attracting consumers to “AI PCs” in the personal computer industry. The company has launched three upgraded desktop graphics chips that come with additional components, enabling users such as gamers and designers to harness AI capabilities on their personal machines without depending on internet-based remote services. These enhanced chips, which are improved versions of their previous offerings, will be available at an appealing price, as announced by Nvidia during their presentation at the CES trade show.
Nvidia’s rivals Intel Corp. and Advanced Micro Devices Inc. have already touted the industry’s new era: artificial intelligence computers. The companies claim that AI software is safer and more responsive when it runs on the computers themselves instead of over the Internet. Nvidia now claims that its graphics chips are the best engines to power new types of laptops and desktops.
The new GeForce RTX 4080 SUPER gets more processing cores and faster memory. It can run Stable Diffusion XL image production software 1.7 times faster than the equivalent model from the previous generation of Nvidia technology, the company said. The new chip also boosts games with ray tracing – building an image by calculating the path of individual light rays – with 4K resolution. The product is scheduled to go on sale on January 31 for $999. The company also announced the RTX 4070 Ti SUPER for $799 and the 4070 Super for $599, which will be available later this month.
Along with new software and optimizations to AI models released by Nvidia, the products offer “order of magnitude” improvements over Intel-powered machines, according to Nvidia vice president Justin Walker.
After surging sales during the pandemic, PC shipments have fallen sharply, leaving manufacturers and component suppliers burdened by inventories and low growth. Nvidia has avoided the worst of the PC meltdown by owning the market for accelerator chips used to create artificial intelligence software in data centers. The explosion in demand for this more expensive chip has boosted Nvidia’s market value to more than $1 trillion, making it the most valuable company in the history of the semiconductor industry.
However, for computer chip manufacturers, the majority of the quantity they deliver still goes to computers. Looking for a way to get laptop owners and business buyers to upgrade their hardware, they’ve started promoting AI features as a reason for new purchases.
Nvidia said the new chips offer more realistic gaming with AI-enhanced high-definition visuals, which also creates better dialogue with in-game characters. In another example, the products provide more responsive tools for image processing software from companies like Adobe Inc. Currently, 500 apps have been tuned to work better with AI and Nvidia’s RTX technology, the company said.
Nvidia is the largest manufacturer of graphics processors, or GPUs. Gamers are willing to pay thousands of dollars for cards that enhance their experience, making the company’s chips a premium addition to computers. Nvidia’s main competitor in this market is AMD. Intel and AMD also offer CPUs with graphics capabilities.
Separately, Nvidia said the features of its new products would not trigger rules imposed by the US government to limit exports of AI-related chips to China. The high-end GTX 4090 ran afoul of these limitations, requiring Nvidia to produce a less capable version for that market.
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