{"id":119765,"date":"2025-09-07T01:06:07","date_gmt":"2025-09-07T01:06:07","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/119765\/"},"modified":"2025-09-07T01:06:07","modified_gmt":"2025-09-07T01:06:07","slug":"amd-calls-ai-underhyped-at-ifa-berlin-chipmaker-says-the-perfect-pc-comes-first","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/119765\/","title":{"rendered":"AMD calls AI \u2018underhyped\u2019 at IFA Berlin \u2014 chipmaker says the \u2018perfect PC\u2019 comes first"},"content":{"rendered":"

At IFA 2025 on September 6, AMD didn\u2019t use its platform to unveil new silicon. It instead delivered a decidedly less dramatic defense of its long game. In a candid roundtable<\/a> with journalists, the company outlined its thinking on AI, GPUs, NPUs, and the future of the PC, arguing that the real transformation has not yet occurred. When it does, AMD is confident that its edge-first architecture will be the one ready to capture it.<\/p>\n

These and other remarks came from AMD representatives, including SVP and General Manager of the Computing and Graphics Group, Jack Huynh, who called today\u2019s AI hype \u201cunderhyped\u201d in the broader sense. While generative tools, such as image generation and chat interfaces, have experienced significant growth in the last year, he noted that the deeper shift is just beginning, pointing to emerging use cases in text-to-video and fully local AI applications. Huynh likened the potential of AI to the early days of the Internet: A foundational change that\u2019ll take years to take hold.<\/p>\n

<\/p>\n

This message aligns with AMD\u2019s broader strategy of decentralizing workloads and prioritizing performance per watt<\/a>. Huynh stressed that NPUs aren\u2019t about replacing CPUs and GPUs, but about building systems that can run AI apps securely and efficiently without cloud dependence. \u201cYou don\u2019t get an AI PC without first building a great PC,\u201d he said, nodding to AMD\u2019s focus on delivering scalable designs rather than trying to grab headlines with unprecedented specs.<\/p>\n

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This restraint extends to streaming. Asked if AMD would ever launch a GeForce Now competitor, Huynh dismissed the idea. \u201cThere will be no \u2018Radeon<\/a> Now,\u2019\u201d in the pipeline, and AMD says that it\u2019s happy supplying chips to its partner. Ironically, that includes Nvidia\u2019s own GeForce Now infrastructure, which uses AMD\u2019s Threadripper CPUs.<\/p>\n

While AMD appears to be leaning into pragmatism, the roundtable also highlights a slight credibility gap. When asked about Jon Peddie Research\u2019s latest data<\/a> \u2014 which put AMD at just 6% of the discrete GPU market in Q2 2025 \u2014 the company declined to comment, referring instead to Mercury Research\u2019s numbers. AMD maintains that Radeon demand remains strong and production is still playing catch-up after RDNA 4, but has yet to show clear channel movement.<\/p>\n

Meanwhile, AMD confirmed that FidelityFX Super Resolution \u201cRedstone\u201d is still on track for release in the second half of this year, with the company promising further performance gains.<\/p>\n

Follow Tom’s Hardware on Google News<\/a>, or add us as a preferred source<\/a>, to get our up-to-date news, analysis, and reviews in your feeds. Make sure to click the Follow button!<\/p>\n

Get Tom’s Hardware’s best news and in-depth reviews, straight to your inbox.<\/p>\n","protected":false},"excerpt":{"rendered":"At IFA 2025 on September 6, AMD didn\u2019t use its platform to unveil new silicon. It instead delivered…\n","protected":false},"author":2,"featured_media":119766,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[554,733,4308,86,56,54,55],"class_list":["post-119765","post","type-post","status-publish","format-standard","has-post-thumbnail","category-artificial-intelligence","tag-ai","tag-artificial-intelligence","tag-artificialintelligence","tag-technology","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/119765","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=119765"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/119765\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/119766"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=119765"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=119765"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=119765"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}