Nvidia's rivals are multiplying. These are the key competitors trying to break its grip.

Cerebras CEO Andrew Feldman, Nvidia CEO Jensen Huang, and AMD CEO Lisa Su.

Stefanie Keenan/Getty Images for Village Global; Tsai Hsin-Han/Reuters; Kimberly White/Getty Images for Wired

• Although Nvidia is miles ahead, the field of AI hardware around it is growing fast.
• Cloud giants and startups are designing rival AI chips, especially for inference.
• China and legacy chip giants are dialing up the pressure.

Nvidia's technical dominance and surging revenues show no signs of slowing down.

At the same time, as capital expenditures explode and technical shifts disrupt the field, the company's concentration of power draws fresh pressure.

Nvidia's graphics processing units (GPUs) aren't cheap. And as customers look to reduce reliance on them, some companies are emerging as rivals.

AI's focus is also evolving. While GPUs dominate training, inference—or running AI models and having them perform tasks—is continuous and cost-sensitive. A wave of startups is building inference chips that they're positioning as cheaper and more efficient than GPUs.

AI hardware chain companies are often both competitors and partners. Silicon giant Broadcom, for instance, designs chips that compete with Nvidia's and also furnishes the networking tech to connect its GPUs.

The result isn't head-to-head rivalry so much as a rapidly widening and increasingly tangled field, even as Nvidia remains miles ahead.

These are the biggest challengers to Nvidia's dominance.

1. Customers-turned-competitors

Google CEO Sundar Pichai

Ludovic MARIN / AFP via Getty Images

Google has become one of the most formidable rivals, having worked on Tensor Processing Units (TPUs) for roughly a decade.

TPUs have been mostly confined to Google's cloud and internal workloads. In February, the search giant struck a deal to rent them to Meta. Google is also teaming up with cloud company Fluidstack to lease TPUs, another shift positioning it more squarely against Nvidia.

Amazon is also designing chips as lower-cost alternatives to Nvidia: Trainium for training and Inferentia for inference.

Microsoft and Meta are earlier in their processes. Meta said Wednesday it's pressing ahead with four new silicon generations over the next two years, and Microsoft recently announced an AI inference chip called Maia 200.

2. Chip startups are seizing the inference wave

Cerebras cofounder and CEO Andrew Feldman.

Stefanie Keenan/Getty Images for Village Global

Investors are pouring billions into chip startups that are seizing the inference wave.

Nvidia wants in, too, paying $20 billion to license technology and hire top talent from Groq, founded by a former TPU engineer and is often considered one of biggest inference challengers.

The field has produced several unicorns. While many predate ChatGPT, they're flourishing now as infrastructure spend booms and demand materializes.

Cerebras, founded in 2015 and valued at $23 billion, builds dinner plate-sized "wafer-scale" chips for training and inference, and struck a $10 billion deal with OpenAI in January.

SambaNova, which raised $350 million after acquisition talks with Intel fell through, builds AI hardware and software systems for business customers. (Intel told Business Insider it is planning a multiyear collaboration with SambaNova and invested in its Series E.)

And Tenstorrent, last valued at $2 billion, also offers a GPU alternative.

3. The China factor

Cambricon founder and CEO Chen Tianshi.

Jiang Qiming/China News Service/VCG via Getty Images

China remains Nvidia's biggest geopolitical headache. The US has tightened export controls of AI chips, and US regulators have alleged some Chinese labs are training their models on restricted hardware anyway, Reuters reported.

Nvidia CEO Jensen Huang has repeatedly warned that blocking sales to China will only accelerate local progress.

Huawei stands at the center of these efforts. The nearly 40-year-old telecom giant is viewed as Nvidia's closest equivalent—building chips, servers, networking gear, and running its own cloud.

Chinese chip startups like Cambricon have also emerged as alternatives to Nvidia

Other competitors include Alibaba and Baidu — China's equivalents of Amazon and Google — which design chips for their respective cloud businesses.

4. The old guard

AMD CEO Lisa Su.

Kimberly White/Getty Images for Wired

Deep-pocketed chip incumbents like AMD, Intel, and Broadcom vie for a piece of Nvidia's AI dominance, while Nvidia pushes into their turf as well.

AMD, which builds GPU competitors and whose CEO Lisa Su is Huang's distant cousin, has secured deals with major cloud and business customers, including Meta.

Intel, meanwhile, has a strong footprint among large business customers, while Broadcom specializes in networking and custom chips — meaning it stands to benefit even if Nvidia continues to lead in GPUs.

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I meditated with a Japanese Zen monk who leads workshops at Fortune 500 companies. Here's what I learned.

I meditated with a Zen monk in Venice Beach. It chanced my ideas about mindfulness.

Kelsey Vlamis

• I attended a meditation class with Toryo Ito, a Japanese Zen monk who works with top companies.
• Turns out I had meditation all wrong, and that it can be a lot simpler than you'd think.
• More companies are embracing mindfulness to boost their employees' well-being and performance.

It was a scene you'd expect at a Wednesday afternoon wellness class in Los Angeles. About 40 people with matching athleisure sets, iced matcha lattes, Salomon sneakers, and at least one Fendi baguette filed into a meditation studio tucked in an alley just off the Venice boardwalk.

Toryo Ito, a Japanese Zen Buddhist monk, was already seated at the front of the room. A sculptural, oblong skylight cut into the ceiling, casting a beam of sunlight onto the floor. He sat cross-legged, wearing a black robe, with a set of small tools laid out before him: an incense holder, a spray bottle, and various blocks and mallets made with metal or wood.

Ito is the vice abbot of Ryosokuin Temple in Kyoto, which dates back over 600 years. His modern approach to Zen has made him something of an ambassador for mindfulness in the corporate world, leading meditation workshops for companies like Meta and Salesforce.

Marc Benioff, Jack Dorsey, Alex Karp, and other business and tech leaders have embraced mindfulness practice. Meditation apps have raised hundreds of millions in funding, and companies are increasingly offering programs to employees to combat burnout and improve performance.

As a business reporter living in California, the wellness capital of the US, my prior experience with meditation mostly consisted of adding it to the list of habits I'd like to start each new year, and then proceeding to complete a handful of five-minute sessions sporadically, primarily as a means to squeeze in a little sun time before a full day at my desk. Maybe a class with a real-life Zen monk would be just the motivation I needed.

What I'd actually find was that my concept of meditation was way off and that it's a lot simpler — and more attainable — than I'd made it out to be.

Meditation does not mean thinking about nothing

The class was held at the Venice studio of Open, a mindfulness startup, and organized by Tatcha, a luxury skincare brand whose founder has her own corporate-to-mindfulness origin story. Vicky Tsai worked on Wall Street as a credit derivatives trader before quitting to start Tatcha. She met Ito in 2016 during a class at his temple in Japan. He became the company's first-ever "global well-being mentor" in 2021.

Toryo Ito sat still and at ease while most of us fiddled with our phones.

Kelsey Vlamis

Attendees — Tatcha fans who had signed up for the class through their socials — took photos of the room and spoke quietly to one another. Some set up cameras to record themselves. One attendee took an especially aesthetic flat-lay shot of her Tatcha-branded mat and towel alongside her purple shoulder bag, which matched perfectly.

I was immediately struck by the contrast between Ito and the rest of us.

Ito sat erect but calm, doing nothing. Sometimes he looked around the room and smiled. Other times, he looked ahead or softly closed his eyes. He didn't fidget. Meanwhile, the rest of us were on our phones, taking photos, scrolling, anything but simply sitting still.

After about 10 minutes, the room quieted, and all attention shifted to him.

He welcomed us and asked if anyone had been to Kyoto, seeming surprised when a good chunk of the room raised their hands. He said Zen emphasizes two concepts: mindfulness and expanding the boundary of the self in order to dissolve it.

Ambitious, I thought, but intriguing.

Ito said that while there's no perfect meditative state, we should focus on paying attention. The class was broken into three rounds of meditation, each lasting 10 minutes, give or take, during which we sat in silence with our eyes closed.

For the first session, he told us to pay attention to what we heard and smelled: the chime he rang to start the session, the birds chirping on the nature soundtrack playing in the studio, the air conditioner kicking on, the sound of a spray bottle, and the earthy smell that followed. He rang another chime at the end of the session, which felt like it flew by as I tried to focus on my senses.

For the second session, he told us to focus on the sensations in our bodies and had us lift one arm, hold it in place, then the other. Lastly, he asked us to meditate on a series of questions related to self-love: What color do you associate with self-love? "Light pink," I thought. What drink? "Sparkling water."

It was more involved than I expected. I thought the point of meditation was not to think about anything. What Ito taught me was that it's actually about noticing.

"Intentionally disrupt that autopilot," Ito told me after the class, adding that he prefers dynamic meditation, like walking, where you can feel the grass beneath your feet. He said he'd spent time earlier that day walking through Venice Beach.

The Open studio was a short walk away from the Venice boardwalk.

Walter Cicchetti/Getty Images

For people with high-stress jobs, Ito said meditation can be practiced in small moments throughout the day, for 10 minutes or even just one. He recommends lighting incense and actually paying attention to the smell. When you drink coffee, notice the taste.

Doing these little practices of just noticing things you previously missed can bring the benefits of mindfulness, which he said include stress management, increased creativity, and openness to new ways of thinking.

Small moments of noticing

When the class ended, the first thing I noticed was how different the attendees seemed.

There was a newfound stillness that had previously been missing, and very few immediately reached for their phones. We sat in silence, no one rushing to get up, as several people shared how they felt with the whole class. One busy mom said she felt "at peace."

I did not become a perfect meditator that day — although Ito would likely say there's no such thing — but what I learned was that I actually meditate, or practice mindfulness, more than I realized.

Each time I take a walk without headphones and notice the smell of jasmine. Or when I'm camping and zone out in front of the fire, doing nothing but observing the movement, warmth, and sound of the flames.

Which also might explain why, after each of these experiences, I feel some of the benefits that ancient wisdom and modern science have associated with meditation: lower stress, better sleep, and an overall sense of calm.

Since the class, I've been a bit more lenient with myself about what counts as meditation, which has helped me prioritize and appreciate these small moments of noticing.

The idea of noticing the taste of your coffee as a mindfulness practice might feel a bit silly. Then again, it's a bit silly that I'll weigh and grind my own beans, pull espresso in my expensive machine, and drink it in front of my computer, without even noticing once I've finished.

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4 burning questions hanging over Nvidia's GTC summit next week

Nvidia cofounder and CEO Jensen Huang.

Caroline Brehman / AFP via Getty Images

• Next week, Nvidia CEO Jensen Huang will take the stage at its annual GTC conference.
• Investors expect updates to the new inference chip and GPU roadmaps.
• Geopolitics could shape Nvidia's future as much as demand.

Nvidia's GTC conference has become its biggest stage for outlining the future of AI.

The annual event increasingly attracts a broader crowd. At past gatherings, with Denny's pop-ups and Taiwan-inspired night markets, Nvidia CEO Jensen Huang has unveiled sweeping product roadmaps for its GPUs and other AI chips. It's also announced major pacts with tech giants and governments alike.

This year's event comes on the heels of a blockbuster earnings report that barely nudged the company's stock and raises questions about how long the AI spending boom can last.

Polymarket users are even wagering how many times Huang will utter phrases like "GPU" onstage.

Here's what analysts and investors will be watching:

1. A new inference chip

Inference, or running trained models, is AI's next act. Expect Nvidia to make a big statement as competitors — from cloud giants to a slew of chip startups — encroach on this space.

Huang previously teased "several new chips the world has never seen before," and The Wall Street Journal reported in February that Nvidia is readying an inference-focused product incorporating technology from AI startup Groq, with OpenAI expected to be a key customer.

The chip's design could have big supply chain implications. Inference relies heavily on memory, and with high bandwidth memory (HBM) in tight supply, investors will see whether Nvidia leans more on SRAM — a fast, on-chip memory used in inference designs — rather than solely relying on HBM.

Sid Sheth, founder and CEO of inference chip startup d-Matrix, said that while Nvidia will stay dominant in training, "inference is a different ballgame."

He added that CUDA, Nvidia's software that underpins most AI training and has locked developers into its ecosystem, is less of a moat in inference. Developers can turn to competitors other than Nvidia because running finished AI models doesn't require the same kind of programming as training them, he said.

2. Life after Rubin

Nvidia has announced its next-generation Rubin Ultra systems. Rubin is expected to require far more power than past generations, and investors will eagerly see how Nvidia manages the transition and whether cloud giants will support it, said Sebastien Naji, a research analyst at William Blair.

Naji is also listening for what comes next: the Feynman generation. The big architectural breakthrough expected here is "copackaged optics," or the use of light — not electricity — to move data between chips. This reduces power consumption and enables larger AI infrastructure clusters.

Earlier this month, Nvidia announced it secured multibillion-dollar supply agreements with optical component companies Coherent and Lumentum, signaling how central the technology could become in future systems.

3. Can agents and robots keep the AI Gold Rush alive?

As Nvidia matures, investors increasingly focus on durability rather than breakneck growth, said Brian Mulberry, chief market strategist at Zacks Investment Management.

Huang has emphasized agentic AI as the next driver of inference demand, a trend that recently reverberated across software stocks. Sheth, the d-Matrix CEO, says that's only the beginning, with voice, video, and multimodal agents that have yet to show their potential.

"We haven't even started," he said of a forthcoming inference wave.

Robotics could add yet another layer, said Daniel Newman, CEO of The Futurum Group. Sometimes seen as a longer-term bet, he noted that Nvidia reported roughly $6 billion in robotics-related revenue last quarter and is predicting an "aggressive" timetable for humanoids.

4. The geopolitics of GPUs

Huang has entered the political fray at past GTCs, and the landscape is shifting rapidly.

Nvidia halted production of H200 chips for China and shifted capacity to its next-generation Rubin platform, The Financial Times reported. At the same time, the US is weighing export restrictions on AI chips that could turn it into a gatekeeper for international sales.

With China constrained, Newman said international markets are meaningful to Nvidia, pointing to massive AI infrastructure commitments in Saudi Arabia and the UAE — though conflicts in the Middle East have raised questions about sovereign demand, supply chains, energy costs, and the pace of data center buildouts.

In a world where AI is becoming a geopolitical tool, policy could shape Nvidia's future as much as demand.

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Elon Musk says xAI missed talented candidates — so he's reopening the résumé stack

Elon Musk said that he is looking at xAI's interview history to scan for missed talent.

Fabrice COFFRINI / AFP via Getty Images

• Elon Musk said he is revisiting old résumés submitted to xAI.
• A string of cofounders have left the startup since January.
• This week, Musk acknowledged the startup's setup issues and said the same happened with Tesla.

Elon Musk is combing old interviews as high-profile employees continue to exit his AI startup.

"Many talented people over the past few years were declined an offer or even an interview @xAI. My apologies," Musk said in a Friday morning post on X.

Musk added that he and Baris Akis, who works on the xAI talent engineering team, will be "going through the company interview history and reaching back out to promising candidates."

The hiring efforts come as xAI's exodus of cofounders continues. On Thursday, Business Insider reported that Zihang Dai left xAI earlier this week, and Guodong Zhang has told people he plans to leave in the coming days.

The two departures follow the recent exits of a string of xAI cofounders, including Toby Pohlen, Jimmy Ba, Tony Wu, and Greg Yang, all of whom have left since January.

Musk launched xAI, the maker of Grok, in 2023 alongside 11 other cofounders to compete with rival frontier labs like OpenAI and Google. After Dai and Zhang's departures, only two of the 11 people who started the company with Musk in 2023 — Manuel Kroiss and Ross Nordeen — will remain.

Musk announced last month that he reorganized xAI and parted ways with some staffers. Some of the cuts have impacted workers on the company's AI white collar project, Macrohard, and Grok Imagine, its AI image and video generator, Business Insider previously reported.

Amid the cofounders' departures, Musk has also acknowledged the startup's shortfalls.

"xAI was not built right first time around, so is being rebuilt from the foundations up," Musk wrote on X on Thursday. "Same thing happened with Tesla."

On Wednesday, Musk said at the Abundance Summit that "Grok is currently behind in coding."

"The reason I was late for this was that I was just in a giant sort of all-hands on coding, going through all the things that need to happen to essentially exceed our competitors on coding, which I think we'll do," he said.

In early February, Musk announced that his space company SpaceX would acquire xAI. XAI purchased the social media platform X in March 2025.

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I've spent years visiting the BNP Paribas Open. It's still 'Tennis Paradise,' but it's no longer a hidden gem.

The author at the BNP Paribas Open 2026.

Ben Bergman/Business Insider

• Going to the BNP Paribas Open now is very different from how it was even a few years ago.
• It has become more crowded and expensive. There is also a greater emphasis on luxury.
• Even though I have mixed feelings, the grounds pass is still the best deal in sports.

I've been going to the BNP Paribas Open for nearly 20 years; long enough to remember when it felt like tennis's best-kept secret.

Set in the scenic California desert in Indian Wells, with top-notch facilities, the tournament has been voted the tennis players' favorite of the year. It is often referred to as the "fifth slam" for being the biggest tournament outside the four majors. The intimate, more laid-back experience is unique, with fans able to get within shouting distance of Naomi Osaka or Aryna Sabalenka as they practice or stretch out on the idyllic grass lawn.

Unfortunately, the secret is out. Going to the tournament now is very different from how it was even a few years ago, as it has become more crowded and expensive, making it harder to see the biggest matches.

There is also a greater emphasis on luxury, with a "Charcuterie Champagne Lounge" featuring pours at $43 and a gourmet burger stand offering an ounce of caviar for $125.

The luxurification at Indian Wells reflects something bigger than one tournament's glow-up. Tennis in the US is in the midst of a resurgence, with a record number of enthusiasts playing the sport, according to the USTA. Last year, the US Open drew more than a million fans to New York, blending intense competition with celebrity sightings, branded cocktails, and sky-high ticket prices.

Now, tournaments like the BNP Paribas Open are borrowing that playbook, betting that as interest in the sport grows beyond its traditional fan base, more spectators will pay up for a luxury, branded tennis event, even if it means longer lines and massive crowds.

As a huge tennis fan, I have mixed feelings about how much the tournament has changed.

On the one hand, it's great to see this event thriving, after it struggled so much financially that it nearly decamped to China or the Middle East in 2010. Instead, Oracle founder Larry Ellison, then the fourth-richest man in the world, stepped in to save the day, with Tennis magazine calling him "the white knight of American tennis."

I sat down with Ellison in 2011 after his big purchase, and he told me he considered it the best tournament money could buy (since Wimbledon will never be for sale).

"I couldn't be happier," Ellison told me. "I think it's a wonderful asset. And I love tennis. I play tennis five days a week."

Ellison invested more than $130 million in the facilities, building an 8,000-seat Stadium Two with a swanky Nobu to replace a rinky-dink grandstand.

As much as I enjoy indulging in Yellowtail Jalapeno, I miss the days when anyone with a grounds pass could access Stadium Two. This year, the tournament changed that policy. Only people who specifically bought tickets for Stadium Two, which could cost hundreds of dollars for the lower bowl, were allowed. Many seats remained empty at night as ticketholders grew tired of the desert sun and headed home.

This crowd shot basically shows how bad a decision it was to no longer let groundpass holders onto Stadium 2.

This comes on a day where they're expecting to break attendence records, outer courts have been packed and meanwhile S2 is empty, not fair on Svitolina/Siegemund either pic.twitter.com/4mPW7DjGmY

— Tennis Updates (@TennisUpdates26) March 8, 2026

Lines everywhere

A record 504,268 fans attended last year's tournament, a number organizers expect to be exceeded this year. 58,828 fans passed through the gates last Friday, setting a new one-day record.

The crowds at the BNP Paribas Open on Friday, March 6th, 2026.

Ben Bergman/Business Insider

Walking around the grounds has been a test of patience, with long lines for parking, food, and getting seats.

Some of the longest lines over the weekend were not even for a match. When I walked by a Lululemon-sponsored BNP Paribas Open Pop Up, it was mobbed, with some fans complaining about waiting two hours only to find the store sold out of many items.

The line to get into the BNP Paribas Open Pop Up - Lululemon

Ben Bergman/Business Insider

I was also curious to try the Drop Shot, BNP Paribas' new, made-for-Instagram pineapple-flavored tequila cocktail, which it hopes will be as popular as the US Open's Honey Deuce. But I didn't feel like waiting in another line or paying $27 for a drink. I asked some fans for their review, and they said they were not impressed by the taste but were pleased with the souvenir cup they could take home.

The Drop Shot is a new cocktail at the BNP Paribas Open, available for $27.

Ben Bergman/Business Insider

To be fair, I had similar experiences with endless lines attending the US Open and the Championships at Wimbledon in recent years. However, the appeal of Indian Wells has always been that it is a hidden gem in the desert, where you can run into a star player walking to the gym or at the grocery store.

I will never forget seeing Roger Federer or Rafael Nadal compete on outer courts in doubles in 2014. I even got to eat in the players' dining room as a member of the media and once found myself in line behind Novak Djokovic.

With the physical demands and prize money at stake in today's singles game, you would never see Carlos Alcaraz or Jannik Sinner playing doubles, and I shudder to think how long the line would be if they appeared on a smaller court.

Still 'Tennis Paradise?'

At this year's tournament, there is ubiquitous signage reminding us we are in "Tennis Paradise," a brilliant slogan chief marketing officer Philippe Dore came up with in 2016, as he was laying the groundwork for a post-Federer/Nadal era.

"We knew those GOATS were not going to be here forever, so we wanted to build an experience regardless of what happens on the competition side," Dore told me. "We want people to come, whoever's playing."

It was hard not to agree that I was in Tennis Paradise as the sun set on Friday. The desert sky was turning brilliant shades of red while I sat a few rows behind Denis Shapovalov as he grinded out a three-set win against Tomas Martin Etcheverry.

The sun sets at the BNP Paribas Open on Friday, March 6, 2026.

Ben Bergman/Business Insider

Even with its new limitations, I would argue the grounds pass, which costs around $60, is still the best deal in sports. If you really want to get up close to Alcaraz and Sinner, it's a thrill to watch them practice.

Surprisingly, the parking is still free. As I was walking to my car in the expansive grass overflow lot, I heard a woman say to her friend: "Yes, it was too crowded, but I'd rather focus on the stuff I enjoyed."

I couldn't agree more.

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In defense of boring, mindless, mundane work

He worked at Google, Meta, and OpenAI. He recommends 3 steps to find success in Big Tech.

OpenAI's Michael Bolin (not pictured) previously worked at Google and Meta.

Brooks Kraft/Corbis via Getty Images

• OpenAI staffer Michael Bolin shared his three tips for succeeding in Big Tech.
• Before working at OpenAI, Bolin spent several years at both Meta and Google.
• The more you can follow these tips, "the more successful you're going to be," Bolin said on "The Peterman Pod."

He hit a tech trifecta, working at Google, Meta, and OpenAI. He has some advice for finding success in Big Tech.

Michael Bolin is the tech lead on Codex, OpenAI's coding assistant. Before joining Sam Altman's AI giant in 2024, Bolin spent almost 12 years at Meta, per his LinkedIn. Before that, he worked at Google on tools that have stood the test of time, like the company's Calendar.

On "The Peterman Pod," Bolin shared three steps for making an impact in Big Tech. While they're certainly helpful at companies like Google and Meta, the tips extend well beyond Silicon Valley to almost every white-collar worker.

His first step is personal: figure out what you like to do. "It's good to broaden that, but it's also good to be honest with yourself," Bolin said.

Bolin referenced a "hero quest" that he went on at Google. He thought there would be a challenge that all the other engineers couldn't solve that he could, he said. Bolin called it "embarrassing" because there's "something about ego" involved.

The problem with this quest was also that he didn't love the work. "I can do a lot of things, but there is a smaller subset of things that I genuinely enjoy doing," he said.

Bolin's second step was to find out what's "really valuable" to your employer.

Here, he uses the counterexample of his time at Google yet again. "I did stuff that I was really excited about, but it wasn't AdWords for Google or anything like that," he said.

Finally, workers should find the intersection between Bolin's first and second steps — and then lean into it.

That intersection might not be in your current workplace, something that Bolin calls a "challenge." To get ahead, workers might have to "go somewhere else to make that happen."

The steps are consistent, no matter where you're working. Know what you want, know what your employer wants, and live in the cross-section of the two.

"The more that you can do that, the more successful you're going to be," Bolin said.

Do you work in Big Tech? Contact the reporter from a non-work email and device at hchandonnet@insider.com, or on Signal at henrychand.30

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