Nvidia CEO Jensen says, 'Our life goal is not to build CUDA GPUs' — notes the company changed its mission but never changed the name

Jensen Huang discussing how GPUs have become multi-purpose beyond just "graphics" when addressing the future of GPUs in the industry at CASPA 2023.
Jensen Huang discussing how GPUs have become multi-purpose beyond just "graphics" when addressing the future of GPUs in the industry at CASPA 2023. (Image credit: CASPA)

Two weeks ago, the Chinese American Semiconductor Professional Association (CASPA) held its 2023 Dinner Banquet, complete with a "fireside chat" with Jensen Huang, CEO of Nvidia. Jensen had plenty of interesting answers for the audience and personal stories, including career tips for aspiring young professionals in the so-called "AI era."

Narrowing down focus to Nvidia's main business (GPUs), one audience member asked if, given the expansive developments on many fronts, like reconfigurable, in-memory and photonic computing, GPU architectures will remain at the top for AI workloads in the coming years. (We've included an embedded video of this segment of the fireside chat below).

The audience member, a co-founder of CASPA and an AI architect, asked, "In the next few years, do you think GPU architecture will still dominate? Do we still have a chance (to beat Nvidia)?"

"You have a chance, but not much," Jensen responded, "It is, in fact, so little it is incalculable." 

Jensen continued on a more serious note, "I'm just kidding. There are always good ideas— in fact, if there is a good idea, we'll change to it. You know, we're not stubborn. Our life goal is not to build CUDA GPUs."

Jensen drew comparisons to transportation technologies, which employ various types of transportation to achieve the same goal of moving items around the globe, and how a company's mission can lead them to fundamentally different answers, even if operating in the same field. "As you know, the G in GPU originally stood for graphics," Jensen said, "And today, we do much, much more than graphics. We changed the mission. I just never changed the name!"

As Jensen says, "Our life goal is to solve computer problems that normal computers cannot." While this mission statement can certainly be applied to innovations in real-time graphics rendering like RTX and DLSS, it's also quite clear that this applies to Artificial Intelligence and Nvidia's near-uncontested leadership in that area. There's no doubt in the industry that Nvidia seized the hardware opportunities presented by AI like no one else in the industry was willing or able to prior.

Before concluding, Jensen states, "We call it a GPU, but it does very different things. We're changing all the time. So if you come up with a good idea, let me know about it!"

  • bit_user
    "You have a chance, but not much," Jensen responded, "It is, in fact, so little it is incalculable."
    🤣
    Wow, this belongs in the list of all-time greatest Jensen quotes!
    Reply
  • hotaru251
    So if you come up with a good idea, let me know about it!"


    split off gaming gpu segment of your company :|

    focus on the ai that prints you $ and let someone else focus on gaming cards.

    both sides really do not care about the other side of the business as its not the primary part of the product usage for them.
    Reply
  • bit_user
    hotaru251 said:
    split off gaming gpu segment of your company :|

    focus on the ai that prints you $ and let someone else focus on gaming cards.
    Eventually, a deeper split between actual graphics cards and AI accelerators is bound to happen. Just... not quite yet.

    hotaru251 said:
    both sides really do not care about the other side of the business as its not the primary part of the product usage for them.
    Well, there's DLSS and other types of generative AI being developed for gaming... so, I wouldn't say GPUs have no interest in AI.
    Reply
  • Darkoverlordofdata
    "I just never changed the name."?!?! WTF? Why would he change the name? it's just a made up word, it's meaningless.
    Reply
  • mrv_co
    At this point, ’Jensen’ is a self-propagating meme.
    Reply
  • neojack
    Darkoverlordofdata said:
    "I just never changed the name."?!?! WTF? Why would he change the name? it's just a made up word, it's meaningless.
    they will just call it the "Neural Net CPU"
    Reply
  • The Hardcard
    hotaru251 said:
    split off gaming gpu segment of your company :|

    focus on the ai that prints you $ and let someone else focus on gaming cards.

    both sides really do not care about the other side of the business as its not the primary part of the product usage for them.
    They have splitthe gaming and ai units. While each has functions the other doesn’t, the core ALU pipelines are closely related.

    The reason Nvidia has such a dominant card in gaming is because of the work to build powerful machine learning compute. For the frustration involved with gaming being a second class citizen, anyone building gaming GPUs alone won’t be able to keep up.
    Reply
  • bit_user
    The Hardcard said:
    They have splitthe gaming and ai units. While each has functions the other doesn’t, the core ALU pipelines are closely related.
    Nvidia, AMD, and Intel each have a server architecture which is dedicated to HPC (fp64) and AI (training + inference). They each also have client GPUs, which do graphics + AI inference. So, there's an architectural split, but it's not strictly along the lines of AI vs. graphics.

    By contrast, if you look at dedicated AI chips, there are some notable differences to what any of the above architectures look like. The dedicated AI processors tend to have a higher ratio of SRAM to compute. Also, less emphasis on: external memory bandwidth, cache coherence, or global data movement. That's because interactive rendering involves lots of global data movement, whereas AI processing lets itself much more readily to partitioning and graph-oriented processing (i.e. "data-flow processing"). Cerebras, Graphcore, and Tenstorrent are all examples of this approach.
    https://www.servethehome.com/detail-of-the-giant-cerebras-wafer-scale-cluster-nvidia/
    Nvidia can do dataflow processing, but more at the level of partitioning GPUs within a cluster. Within a single GPU, there's way too much data movement for it to be optimal. I get the feeling that Nvidia is currently playing off its entrenched CUDA advantage, big time.
    Reply
  • Conor Stewart
    Darkoverlordofdata said:
    "I just never changed the name."?!?! WTF? Why would he change the name? it's just a made up word, it's meaningless.
    Changing the name when you change the goal of the product is a very common thing to do. In recent years we have ended up with devices called NPUs or Neural Processing Units which are dedicated to doing the calculations required for neural networks.

    Now GPUs, especially Nvidia ones are not just GPUs, they contain the main GPU but also Ray Tracing (RT) units and tensor cores, hence your GPU is more than a GPU.

    For Nvidia's server GPUs, meant for machine learning, they maybe should have a name change as their main goal is no longer graphics but machine learning. Google has their Tensor Processing Units (TPUs), processors made specifically for tensor calculations, mainly for neural networks. So if Nvidia's latest server GPUs are meant primarily for AI and machine learning then why still call them Graphics Processing Units?

    So what if all names are just made up? Names are how we differentiate things. Should all sharp objects just be called knives? Knives, chisels, planes, etc. Should they all just be called knives because names are made up? No they shouldn't, they are different tools for different functions, hence they have different names, if Nvidia's latest "GPUs" aren't primarily meant for graphics then shouldn't they have a name change to better describe what they are for?
    Reply
  • jbo5112
    Darkoverlordofdata said:
    "I just never changed the name."?!?! WTF? Why would he change the name? it's just a made up word, it's meaningless.
    The co-founders named all their files NV, as in "next version". The need to incorporate the company prompted the co-founders to review all words with those two letters, eventually leading them to find "invidia", the Latin word for "envy".

    With dropping the "i", the name "Nvidia" seemed an obvious fit. They wanted everyone to envy their products.
    Reply