Intel discrete graphics team details GPU development strategy and roadmap for AI accelerators.

Intel's entry into the discrete GPU market for gaming, 3D graphics professionals, content creation, and the data center was announced earlier in 2018, though initial details were limited beyond a 2020 timeline for launch. New insight into the company's strategy emerged through a Q&A interview at HotHardware with Ari Rauch, VP of Intel's Core And Visual Computing Group and GM of its Visual Technologies business unit, who provided candid details on Intel's approach and plans to compete against NVIDIA and AMD.

Addressing concerns about whether this would be a continuation of Intel's discontinued Larabee project, Rauch clarified that the new GPU would be based on a full traditional GPU architecture with new innovations. "One way to think about this is our current Gen 9 GPUs in the market today are significantly different from Larrabee. Our incredibly accomplished team is now working on a new architecture for GPUs," Rauch stated. While targeting the best quality and experiences across gaming, content creation, and enterprise segments in both client and data center markets, Intel emphasized its established strengths in media and display technologies, including in-market first claims of 4K Netflix stream processing and robust low power transcoding capabilities.

Intel committed to supporting industry standard APIs like DirectX while pursuing scalability through multiple GPUs for performance and multi-monitor configurations. The company prioritized day-zero game compatibility and driver quality, noting that it currently supports "a community of millions of developers with tools and resources from our Intel Developer Zone programs. Even today, gamers on one billion screens are being supported through our ISV collaborations to ensure Day 0 compatibility and game playability. This is something we'll continue to invest in, to bring accessible gaming to multitudes of users across the planet."

A significant focus emerged on direct engagement with the enthusiast and gaming communities. Rauch emphasized Intel's commitment to "listening to customers and want to deliver the best experiences we can based on what they tell us. It's not just about pricing and framerates – it's about things like great technology, driver quality and features. We want to look at every dimension that is important to a user when it comes to graphics." When asked about specific design choices such as cooler styles, he responded: "Great question! This is a good example of an area that we would like to get feedback from the community, and learn more about what's important to them."

With experienced GPU executives from AMD including Chris Hook and Raja Koduri now on its team, Intel appeared positioned to build brand loyalty through direct communication with decision makers as it approached its 2020 discrete GPU launch and beyond.