Nvidia has announced a new generation of AI chips, signalling its intention to maintain its annual innovation cycle and further strengthen its dominant position in the market.
The platform, dubbed ‘Rubin’, is intended to replace the recently announced ‘Blackwell’ architecture. The first chip based on it, Rubin CPX, is expected to hit the market by the end of 2026.
The decision to unveil Blackwell’s successor so soon highlights the intensity of technological and market pressures in the AI sector. As AI models become more complex, their computational requirements also increase.
The new chips are designed for the most advanced tasks, such as real-time video generation or complex software development with AI assistance.
The problem Nvidia is trying to solve is the processing bottleneck. The company points out that processing an hour of video through an advanced AI model can require the analysis of up to a million tokens – units of data – which is a huge challenge for traditional GPUs.
To tackle this task, the Rubin CPX chip is expected to integrate several key processes on a single platform: video decoding and encoding and so-called inference, i.e. model-generated results. This approach aims to dramatically increase performance and energy efficiency.
The announcement also has a strong business dimension. Against the backdrop of increasing pressure from Wall Street to demonstrate a return on its giant investment in AI infrastructure, Nvidia is presenting concrete calculations.
The company suggests that an investment of $100 million in new systems could translate into $5 billion in so-called ‘token’ revenue.
This sends a clear signal to customers and investors that the next generation of equipment is not only to push the boundaries of technological possibilities, but above all to generate tangible financial benefits.
