What just happened? To further the argument that Nvidia is now more of an AI company than a gaming company, Team Green has updated its GeForce RTX branding. Now, the badge includes a tagline that reads “Powering Advanced AI,” highlighting the technology that has made Nvidia the third most valuable company in the world.
As Nvidia dominates the market for advanced AI hardware, the addition of the new tagline – first spotted by TechPowerUp – refers mainly to some of the game-oriented AI elements proposed by the company.
Deep learning supersampling, or DLSS, is the most obvious. The AI-powered upscaling technology has started to become a standard requirement for some games. 2 left was designed with scaling in mind, and it’s practically mandatory in Star Wars Outlaws if you want high frame rates.
Image generation is another example of AI-powered technology that can enhance gaming experiences. Elsewhere, there are ChatRTXwhich uses Retrieval Augmented Generation (RAG), TensorRT-LLM, and RTX acceleration to create a custom large language model (GPT).
Next year will see the beginning of Nvidia’s ACE technology in the online mecha combat game Mecha Break. The technology would allow players to interact with NPCs using simple speech, having a two-way conversation as if they were talking to a real person. Nvidia claims that ACE can “see” you and identify objects around you through your webcam using GPT-4o language models.
Nvidia has not made any official announcement regarding the RTX branding change. This could be due to the reaction of most of the public to anything related to technology. In August, a study found that including the term “AI” in a product description discourages consumers buy it. There was also a recent survey This showed that most people would not pay more for hardware with AI capabilities and features.
Some of Nvidia’s OEM partners have already updated the branding of their affected products to feature the new slogan. Expect to see it appear on Nvidia-powered laptops and desktops, as well as graphics cards, in the future.
