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Nvidia Puts AI at Center of Latest GeForce Graphics Card Upgrade

Nvidia’s GeForce RTX 4090 graphics card.
Nvidia’s GeForce RTX 4090 graphics card.Source: Nvidia Corp.

Nvidia Corp., the most valuable semiconductor maker in the US, unveiled a new type of graphics chip that uses enhanced artificial intelligence to create more realistic images in games.

Codenamed Ada Lovelace, the new architecture underpins the company’s GeForce RTX 40 series of graphics cards, unveiled by co-founder and Chief Executive Officer Jensen Huang at an online event Tuesday. The top-of-the-line RTX 4090 will cost $1,599 and go on sale Oct. 12. Other versions that come in November will retail for $899 and $1,199.