Nvidia is pushing artificial intelligence directly into laptops and desktops with a new family of PC chips, a move Chief Executive Jensen Huang says sits atop a coming $1 trillion market for AI computing.

Nvidia unveiled a new class of chips designed to run advanced AI models on personal computers, Huang said at the Computex gathering in Taipei, framing the PC as the next front in the AI race. The company is seeking to extend its dominance from data centers to the devices on workers’ desks.

The announcement rattled rivals. Shares of Advanced Micro Devices, Intel and Qualcomm fell as investors weighed the threat of Nvidia moving down the stack into processors that have long been their territory. Huang has cast the strategy as an effort to “own” every layer of the AI experience.

At its GTC conference earlier in the year, Nvidia laid out an even larger vision. Huang pointed to a single number — $1 trillion — as the company’s forecast for demand across its Blackwell and next-generation “Vera Rubin” and “Feynman” architectures, the latter named for scientists including Rosalind Franklin.

The PC push arrives as enterprises rethink where inference should happen. Running models locally promises lower latency and tighter data control, but it also raises the bar for device makers to pack data-center-grade performance into consumer hardware without breaking power and cost limits.

Whether consumers will pay for AI-specific PCs remains an open question. Analysts note that software must catch up to hardware, and that previous waves of “AI-ready” devices underwhelmed. Still, Nvidia’s scale and its control of the software stack give it a head start few competitors can match.

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