Nvidia revealed its latest series of AI processors on Sunday amidst the escalating competition in the market. The new artificial intelligence chip architecture, named “Rubin,” was introduced by Nvidia CEO Jensen Huang prior to the COMPUTEX tech conference in Taipei. This unveiling follows the previous announcement of the upcoming “Blackwell” model in March, which is still under production and slated for shipment to customers later in 2024.

Huang’s announcement of Rubin marks a significant acceleration in Nvidia’s AI chip development strategy. The company has committed to a more rapid pace of releasing new AI chip models, moving from a two-year update cycle to a “one-year rhythm,” as stated by Huang. The transition from Blackwell to Rubin took less than three months, highlighting the intense competitive environment in the AI chip sector.

AMD and Intel, key competitors in the field, are striving to catch up with Nvidia, although their profit margins lagged behind Nvidia’s in the recent fiscal quarter. Noteworthy players like Microsoft, Google, and Amazon are also in the race for the top position in the market, while simultaneously being significant customers of Nvidia. Additionally, numerous startups are entering the industry, further intensifying the competition.

“Today, we’re on the brink of a significant computing paradigm shift,” Huang remarked on Sunday. “Through our advancements in AI and accelerated computing, we are expanding the boundaries of what is achievable and propelling the next phase of technological progress.”

The Rubin chip platform will feature new GPUs, essential for training and deploying AI systems. It will include additional components such as a central processor named “Vera,” although specific details were not disclosed in the Sunday announcement.

At the close of the market on Friday, Nvidia’s shares remained relatively stable, trading at $1,096.