After years of struggle, retreat and resurgence, Intel is re-entering the GPU market. The company plans to build GPUs at scale, a clear signal that it wants to take a serious place in the tablet market dominated by Nvidia and AMD.
Intel CEO Lip-Bu Tan said the company has hired a new chief architect to build graphics cards. “I just hired the chief GPU architect and he is very good,” Tan said in a statement quoted by Reuters.
Why Intel can no longer afford to ignore GPUs
GPUs are no longer optional in the AI-driven industry, even for the most prominent players in the CPU industry.
Whether it’s improving the video editing or gaming capabilities of a computer or laptop or building a massive AI data processing center, GPUs are the building blocks of the modern computing stack.
Intel seems to have figured it out the hard way. In recent years, the company has struggled with production delays, lost significant market share to AMD, and missed key AI opportunities.
A serious GPU push could help the company regain relevance beyond CPUs.
The company’s renewed GPU push is primarily aimed at enterprises, a market in which Nvidia currently enjoys near-uncontrolled dominance.
An enterprise-focused GPU roadmap
There may be consumer-grade GPUs under the Arc brand, but they may not be the headline act unless the company decides to revamp the Arc lineup.
Even though Intel’s efforts seem to be going in the right direction, the company seems a little late to recognize the importance of GPUs and develop a product range that is attractive to companies around the world.
It could be a while before the company has models on offer, while the existing giants will continue to innovate and turn a profit.
Although the company has not announced launch dates, development is ongoing and the first platforms are expected in the next few years.
In any case, it’s clear that the company wants to be a full-stack silicon provider again. For now, it’s good to see the company focusing on GPUs rather than experimenting with them.
