Strategy at CES

Nvidia offered a bold new strategy at this week’s International CES in Las Vegas. The company, which has been a leader in hardware graphics technology for decades, recently has expanded into the realms of artificial intelligence, deep learning and automotive tech.

Graphical support and video delivery will however remain a key component of the company’s strategy, according to Nvidia CEO Jen-Hsun Huang.

Nvidia’s GeForce NOW Service will expand to millions more PCs and Macs, he announced in his keynote address at CES.

Huang also launched a new version of Shield — Nvidia’s streamer technology. Shield is at the very center of Nvidia’s home AI strategy. It is the first third-party Android TV device to feature support for the hands-free Google Assistant, Huang said.

The open platform Shield will support 4K HDR casting via Nvidia GameStream, and allow gamers to access on-demand PC games, including Ubisoft’s catalog of AAA titles, as well as the vast library of new Android games.

Shield, which is optimized for TV, allows users to control various smart-enabled devices via voice commands. It is designed to learn and adapt to the user’s lifestyle.

Shield already allowed conversational searches. It now can respond to users’ voice requests to turn on or turn off lights, change TV channels, adjust the thermostat, and even call for an Uber.


Nvidia on the Road

The other half of Nvidia’s new wide-reaching technology strategy is built around BB8, the company’s in-development self-driving car, which is outfitted with the Drive PX 2 AI self-driving computer.

In a demo video, it negotiates stop lights, stop signs and intersections, and even makes its way to the freeway before handing control back to the human in the driver’s seat.