CUDA, PhysX Are Doomed Says AMD's Roy Taylor

In a recent interview with VR-Zone, AMD’s VP of channel sales Roy Tayor said that Nvidia's CUDA is doomed, and PhysX is an utter failure. Why? Because the industry doesn't like proprietary standards. Companies could get away with it in the early days of gaming, and it worked. But today, in a world of multiple platforms and form factors, proprietary standards are deemed unhealthy for the industry, and nobody wants it.

"Nvidia should be congratulated for its invention," he said. "As a trend, GPGPU is absolutely fantastic and fabulous. But that was then, this is now. Now, collectively our industry doesn’t want a proprietary standard. That’s why people are migrating to OpenCL."

For the uninitiated, OpenCL (Open Computing Language) is an open standard (framework) for cross-platform, parallel programming of processors (CPU,s GPUs, DSPs etc) used in mobile devices, servers and personal computers. It's maintained by the Khronos Group and adopted by Intel, Qualcomm, AMD, Nvidia, Samsung and several others.

In the interview Taylor also pointed to Intel's Sandy Bridge platform in which 17 percent of the die was GPU, Ivy Bridge which went up to 27 percent and Haswell around 32 percent. There's definitely a pattern, he said, and believes that Intel will eventually adopt the term APU much like ATI was forced to ditch the visual processing unit (VPU) label it began using in 2002 after the launch of the Radeon 9700.

"We think the reason they’re doing that is because of GPGPU," he said. "It’s not because of games. I think they see that HSA is an absolutely unstoppable force. I just don’t know why they don’t call [Haswell] an APU… it seems just like pride. If you remember [ATI] tried to join the coin term VPU… ‘No, no, no, it’s a VPU not a GPU,’ they would say. GPU just became widely adopted they just quietly adopted it, and I believe Intel will do the same. Look [Intel] it’s an APU, why are you protesting?"

As for SoCs with GPU cores versus standalone graphics cards, he believes there will always be a market for enthusiast gamers wanting the latter option. However there are some signs that APUs are eroding the lower-middle end discrete graphics card market.

"For enthusiast gamers, graphics cards will never go away," he said. "Unlike our competitor, who’s obsessed with launching consoles in the mobile market, we still love PC gamers and we’re absolutely committed to them. That’s never going to go away. Nobody should have any doubt that we’re committed to GPUs."

To read the full interview, head here.

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    Top Comments
  • redeemer
    PhysX has never taken off, OpenCL is taking over. This is not new, this is the way of the tech industry!
  • Someone Somewhere
    Well, of course he'd say that.

    But still, I do agree. PhysX is a solution without a problem, and almost no-one uses it. CUDA is becoming less and less relevant due to OpenCL, plus the newer cards are relatively hopeless at FP64.
  • smeezekitty
    Personally I feel AMD and NVidia can bash each other all they want. Its just marketing and part of business.

    Personally I do agree though. OpenCL being cross platform is much superior. Once it takes off better I am sure NVidia will quickly improve performance in it.

    Physx is mainly a gimmick and adds clutter to the screen.

    At the end of the day, who cares what the companies say about each other. Atleast it doesn't hurt customers like the hybrid-physx lockout and other anti-competitive practices.
  • Other Comments
  • BringMeAnother
    Why even bother to say such things when you work for a rival company? What he says may or may not be true, but this just sounds like chest pounding.
  • Giovanni-L
    That is basically being made public to defend AMD's image here on Tom's.

    I find it revolting to see "paid-info-wars" happening on this website. I might just migrate do Anandtech or whatever.
  • fatboytyler
    I mean he does have a good point. Games with heavy PhysX use are bit unfair to AMD users.