Published by Global Banking & Finance Review®
Posted on September 9, 2025
2 min readLast updated: January 22, 2026
Add as preferred source on GoogleNvidia announces Rubin CPX AI chips for video and software, enhancing processing capabilities. The launch aims to capture a larger market share.
(Reuters) -Nvidia said on Tuesday it would launch a new artificial intelligence chip by the end of next year, designed to handle complex functions such as creating videos and software.
The chips, dubbed "Rubin CPX", will be built on Nvidia's next-generation Rubin architecture — the successor to its latest "Blackwell" technology that marked the company's foray into providing larger processing systems.
As AI systems grow more sophisticated, tackling data-heavy tasks such as "vibe coding" or AI-assisted code generation and video generation, the industry's processing needs are intensifying.
AI models can take up to 1 million tokens to process an hour of video content — a challenging feat for traditional GPUs, the company said. Tokens refer to the units of data processed by an AI model.
To remedy this, Nvidia will integrate various steps of the drawn-out processing sequence such as video decoding, encoding, and inference — when AI models produce an output — together into its new chip.
Investing $100 million in these new systems could help generate $5 billion in token revenue, the company said, as Wall Street increasingly focuses on the return from pouring hundreds of billions of dollars into AI hardware.
The race to develop the most sophisticated AI systems has made Nvidia the world's most valuable company, commanding a dominant share of the AI chip market with its pricey, top-of-the-line processors.
(Reporting by Arsheeya Bajwa in Bengaluru; Editing by Shilpi Majumdar)
Artificial intelligence (AI) refers to the simulation of human intelligence in machines programmed to think and learn like humans. AI can perform tasks such as problem-solving, speech recognition, and decision-making.
AI chips are specialized hardware designed to accelerate artificial intelligence tasks, such as machine learning and data processing. They enhance the performance and efficiency of AI applications.
Video generation is the process of creating video content using algorithms and AI technologies. It can involve generating animations, synthesizing scenes, or producing video from textual descriptions.
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