What do Nvidia’s New AI Features Mean For The Tech Industry?
The demand for graphics processing power has intensified as AI and content creation tools become more sophisticated across the world.
Now, content creators require hardware capable of processing multiple high-resolution video streams, running complex AI models and handling real-time video encoding for live streaming platforms.
This evolution has pushed GPU manufacturers to develop increasingly specialised hardware, alongside the market for professional graphics cards being driven by demand from video editors, 3D artists and streaming content creators who require dedicated hardware for AI-accelerated workflows.
In this light, Nvidia has released its GeForce RTX 5090 and 5080 graphics cards, built on the company's Blackwell architecture – are now available to power Gen AI content creation and accelerate creative performance – and the launch introduces new AI features for content creation and broadcasting applications.
Nvidia’s RTX 5090
The RTX 5090 includes 32GB of GDDR7 memory and delivers 1,792 GB/sec of total memory bandwidth, representing a 77% increase compared to its predecessor, the RTX 4090.
The card contains three encoders and two decoders, components that process video data, reducing export times by one third compared to previous models.
Nvidia broadcast features target content creators
Nvidia has also updated its Broadcast application with two features in beta testing: Studio Voice, which processes microphone audio to match studio-quality output and Virtual Key Light, which adjusts lighting in video feeds.
These features require an RTX 4080 or 5080 GPU or higher specification card.
"The GeForce RTX 5090 is a content creation powerhouse," reports PC World in its assessment of the new hardware.
Additionally, the RTX 5080 provides 16GB of GDDR7 memory with 960 GB/sec of memory bandwidth, a 34% increase over the RTX 4080, which includes two encoders and two decoders for video processing tasks.
Nvidia RTX series advances video processing
The new graphics cards additionally include support for 4:2:2 video colour sampling, enabling the processing of one 8K video stream at 75 frames per second, or nine 4K video streams at 30 frames per second per decoder.
The cards feature Nvidia's ninth-generation encoder, delivering a 5% improvement in video quality for HEVC and AV1 video formats.
Meanwhile, a new AV1 Ultra Quality mode achieves 5% more compression at equivalent quality compared to previous generation cards.
Additionally, software developers Blackmagic Design and Wondershare have integrated these technologies into their video editing applications, DaVinci Resolve and Filmora respectively.
Broadcast applications receive major updates
The latest version of the Broadcast application includes improvements to existing features.
For instance: “The app update also improves voice quality with the Background Noise Removal feature, adds gaze stability and subtle random eye movements for a more natural appearance with Eye Contact and improves foreground and background separation with Virtual Background”, says Gerardo Delgado, Director of Product Management at Nvidia.
The application's interface has also been redesigned to enable simultaneous application of multiple effects and includes a side-by-side camera preview option and GPU utilisation meter.
Developers can access these features through Nvidia Maxine Windows software development kits or as an Nvidia NIM microservice.
AI processing capabilities show advancement
The fifth-generation Tensor Cores, specialised processors for AI calculations, support FP4 precision, which reduces memory requirements for AI models – this enables Black Forest Labs' FLUX models to operate using less than 10GB of video memory, compared to 23GB at FP16 precision.
"The Nvidia GeForce RTX 5080 FE is notable on its own as a viable powerhouse option for any creative pro," states Creative Bloq in its review.
For 3D graphics applications, the RTX 5090's memory capacity allows simultaneous operation of multiple 3D projects and the fourth-generation RT Cores, which handle ray tracing calculations, operate 40% faster than previous versions.
Streaming platform integration
Content creators using platforms including Twitch, YouTube and Discord benefit from the improved video encoding quality – as the enhancement delivers quality equivalent to using 5% more bandwidth in streaming applications, measured using the industry-standard BD-BR PSNR metric.
The company's DLSS 4 technology, which uses AI to generate additional frames in real-time, will be available in D5 Render and Chaos Vantage, two applications used by architects and designers. The Multi Frame Generation feature can generate up to three frames for each rendered frame.
"The GeForce RTX 5090 is currently unmatched in the consumer GPU market – nothing can touch it in terms of performance, with virtually any workload – AI, content creation, gaming, you name it," reports Hot Hardware.
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