Artificial intelligence (AI) giant Nvidia has launched its latest chip platform on Tuesday.
The move is aimed at maintaining the company's dominance in the AI chip business after managing to capture about 80% of the global market.
The announcement was made by Nvidia CEO Jensen Huang at the annual Consumer Electronics Show in Las Vegas.
Nvidia described the new model, named after American astronomer Vera Rubin since September last year, as a major change from the previous generation of AI art, Blackwell, which was launched in late 2024.
The company also assured that Vera Rubin will operate five times more efficiently than its previous offering.
This is a critical need as high energy costs are currently weighing on the AI industry.
However, competitors such as AMD and Intel are increasingly aggressively chasing market share, while Nvidia's major customers such as Google, Amazon and Microsoft are starting to develop their own chips.
For example, Google has trained its latest AI model, Gemini 3, without using any Nvidia technology.
The situation is further complicated by the US export restrictions on Nvidia technology, which have opened up space for China to accelerate the development of domestic alternatives.
The development risks undermining Nvidia's long-term position, crippling China's tech sector.
Nvidia plans to launch a Vera Rubin-based product through partners in the second half of 2026.
Nvidia's dominance is now increasingly under threat, not only from its closest rivals but also from technology companies around the world.
