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by Semiconductor Industry Observer (ID: icbank)
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In a recent CRN interview with Intel's CEO, several topics were covered, and one of the themes that was highlighted was their upcoming battle with Nvidia.
Going forward, one way Intel plans to differentiate itself from the GPU giants is to be "more ecosystem-friendly" in terms of the software that supports its components.
“Nvidia has become too proprietary, which is common in the industry, so we’re going to fill that stack with oneAPI, but do it in a way that’s more beneficial and open to the industry and its innovation,” said Pat Gelsinger.
explain.
oneAPI is an open programming model that covers different types of architectures, including Intel's chip products such as CPUs, GPUs, and FPGAs.
Speaking about Intel's "under-focused" graphics business, Gelsinger stressed that the company's efforts in the GPU market must surpass in terms of features, performance, and power, all of which must be offered to consumers at an attractive price.
Gelsinger attributed much of Nvidia’s success to how its leadership has run the company over the past decade, but also noted that “they’ve been very lucky in the AI space.”
“Nvidia has basically had a 10x or better lead in product performance for 10 years. If you have that, a 10x lead for 10 years, people take advantage of that. And then they get really lucky: AI happens. 30 years of hard work and then overnight success. They get paid really well in that time,” Gelsinger explained. So they work hard, they make money, and then they get lucky in that regard.
Gelsinger further detailed how Intel intends to provide attractive products in the GPU market and talked about how they will achieve a seamless transition from integrated to discrete on Intel platforms.
“So what do we have to do? Offer outstanding products in these segments (…) and the market is hungry for us to offer them an alternative. And then we need to offer it with a unique, differentiated added value.
In the GPU business, we go to our customers and say, "Well, guess what, we happen to be the undisputed leader in integrated graphics. You've been validating all of our products for every unit you use that are about to ship, and we're going to make it seamless from integrated to discrete on Intel platforms."
Even better, we’re going to make the integrated and discrete work together. So if you have three [execution units] in the integrated [GPU], and you have 10 EUs worth in the discrete product, we’re going to give you 13 EUs worth, and you’re only going to buy 10 EUs worth of discrete GPUs, and you’re going to identify a product that [works] seamlessly between the two.” Well, that’s very different. That’s just one example.
Intel underscored his words by also hiring AMD’s former top GPU architect Vineet Goel to oversee the Xe GPU architecture that its future GPU products will be based on. He will lead a team of architects and design engineers responsible for “architecting, designing, and validating Intel’s Xe IP roadmap.”
If Intel wants to make a difference in the graphics market, it will definitely increase its workload. Nvidia has already established a firm foothold in the industry, and AMD is not far behind. Not to mention its dominance in the industry. If the acquisition of Arm is successful, Nvidia will be even more powerful.
Still, judging by the anticipation behind its upcoming Xe-HPG graphics cards, Intel is off to a strong start. As for the battle with AMD, Gelsinger believes the success its rival has seen in recent years won’t last, thanks to the upcoming launches of Alder Lake and Sapphire Rapids.
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