Nvidia launched a new AI platform at CES 2026 in Las Vegas, as it battles increasing competition in AI chips. The new product, Vera Rubin, aims to strengthen Nvidia's position in the global AI chip market.
The company currently holds an estimated 80% of the market for AI data center chips, but faces efforts from competitors such as AMD and Intel. At the same time, large clients like Google, Amazon, and Microsoft are making their own chips to reduce reliance on Nvidia.
According to Nvidia, Rubin-based products will be available to partners in the second half of 2026. This new model is five times more efficient than the previous Blackwell architecture, a key metric in reducing energy needs in AI.
The platform was built using six chips that make up an AI supercomputer, according to Dion Harris, director of data center and high-performance computing. It aims to address the need for advanced AI models and lowering the cost of AI technology.
Since the launch of ChatGPT in 2022, Nvidia has been rapidly updating its products, raising questions about whether other companies in the tech industry can keep their AI technology state-of-the-art.
