As cloud computing giants attempt to poach a bit of market share away from chipmakers, Nvidia is also attempting the converse. Last year the company started its own cloud service so customers can bypass Amazon, Google, or Microsoft and get computing time on Nvidia chips directly. As this dramatic struggle over market share unfolds, the coming year will be about whether customers see Big Tech’s chips as akin to Nvidia’s most advanced chips, or more like their little cousins.
Nvidia battles the startups
Despite Nvidia’s dominance, there is a wave of investment flowing toward startups that aim to outcompete it in certain slices of the chip market of the future. Those startups all promise faster AI training, but they have different ideas about which flashy computing technology will get them there, from quantum to photonics to reversible computation.
But Murat Onen, the 28-year-old founder of one such chip startup, Eva, which he spun out of his PhD work at MIT, is blunt about what it’s like to start a chip company right now.
“The king of the hill is Nvidia, and that’s the world that we live in,” he says.
Many of these companies, like SambaNova, Cerebras, and Graphcore, are trying to change the underlying architecture of chips. Imagine an AI accelerator chip as constantly having to shuffle data back and forth between different areas: a piece of information is stored in the memory zone but must move to the processing zone, where a calculation is made, and then be stored back to the memory zone for safekeeping. All that takes time and energy.
Making that process more efficient would deliver faster and cheaper AI training to customers, but only if the chipmaker has good enough software to allow the AI training company to seamlessly transition to the new chip. If the software transition is too clunky, model makers such as OpenAI, Anthropic, and Mistral are likely to stick with big-name chipmakers.That means companies taking this approach, like SambaNova, are spending a lot of their time not just on chip design but on software design too.
Onen is proposing changes one level deeper. Instead of traditional transistors, which have delivered greater efficiency over decades by getting smaller and smaller, he’s using a new component called a proton-gated transistor that he says Eva designed specifically for the mathematical needs of AI training. It allows devices to store and process data in the same place, saving time and computing energy. The idea of using such a component for AI inference dates back to the 1960s, but researchers could never figure out how to use it for AI training, in part because of a materials roadblock—it requires a material that can, among other qualities, precisely control conductivity at room temperature.
One day in the lab, “through optimizing these numbers, and getting very lucky, we got the material that we wanted,” Onen says. “All of a sudden, the device is not a science fair project.” That raised the possibility of using such a component at scale. After months of working to confirm that the data was correct, he founded Eva, and the work was published in Science.
But in a sector where so many founders have promised—and failed—to topple the dominance of the leading chipmakers, Onen frankly admits that it will be years before he’ll know if the design works as intended and if manufacturers will agree to produce it. Leading a company through that uncertainty, he says, requires flexibility and an appetite for skepticism from others.
“I think sometimes people feel too attached to their ideas, and then kind of feel insecure that if this goes away there won’t be anything next,” he says. “I don’t think I feel that way. I’m still looking for people to challenge us and say this is wrong.”