Tech
The Race For Chip Dominance | CNBC Marathon
CNBC Marathon goes to explore the biggest tech companies that are designing chips on U.S. soil.
Thirty years ago, Taiwan immigrant Jensen Huang founded Nvidia with the dream of revolutionizing PCs and gaming with 3D graphics. In 1999, after laying off the majority of workers and nearly going bankrupt, the company succeeded when it launched what it claims as the world’s first Graphics Processing Unit (GPU). Then Jensen bet the company on something entirely different: AI. Now, that bet is paying off in a big way as Nvidia’s A100 chips quickly become the coveted training engines for ChatGPT and other generative AI. But as the chip shortage eases, other chip giants like Intel are struggling. And with all it’s chips made by TSMC in Taiwan, Nvidia remains vulnerable to mounting U.S.-China trade tensions. We went to Nvidia’s Silicon Valley, California, headquarters to talk with Huang and get a behind-the scenes-look at the chips powering gaming and the AI boom.
Samsung may be known for android phones, TVs and appliances, but it’s also been the undisputed leader in memory for more than three decades. Now, as memory prices continue to fall, it’s doubling down on manufacturing chips for outside customers, with a $17 billion new chip fab in Texas and new $228 billion cluster in South Korea. CNBC got a rare look inside Samsung’s chip business to bring you the untold story of how it became the world’s second biggest advanced chipmaker, just as it makes plans to catch the industry leader TSMC.
Despite its firm footing as the world’s biggest cloud provider, Amazon Web Services got a slow start to the generative AI race. AWS released its large language model, Titan, months after Microsoft’s reported $13 billion investment in ChatGPT-maker OpenAI and Google’s release of Bard. But AWS is also designing its own custom AI microchips, shown to CNBC in an exclusive tour of its Austin chip lab. Now analysts say AWS may gain a long term advantage in AI by offering an alternative to Nvidia GPUs.
Apple has designed its own custom chips for iPhones since 2010, kicking off a trend followed by other non-chip giants like Google, Microsoft, Amazon and Tesla. In November, CNBC became the first journalists to film inside an Apple chip lab, where it tests its latest M3 chips that replaced Intel processors in all new Macs. We also got a rare chance to talk with Apple’s head of silicon, Johny Srouji, and Apple’s senior vice president of hardware engineering, John Ternus, about geopolitical risks in Taiwan, slowdowns and what’s next in AI.
Chapters:
00:00 Introduction
01:22 How Nvidia Grew From Gaming To A.I. Giant, Now Powering ChatGPT (Published March 2023)
19:02 The Untold Story Of Samsung’s Growing Chip Business (Published November 2023)
36:40 How Amazon Is Making Custom Chips To Catch Up In Generative A.I. Race (Published August 2023)
52:19 Inside An Apple Lab That Makes Custom Chips For iPhone And Mac (Published December 2023)
Produced by: Katie Tarasov
Edited by: Sydney Boyo, Evan Lee Miller, Amy Marino
Supervising Producer: Jeniece Pettitt
Additional Reporting: Jordan Novet
Animation: Andrea Schmitz, Christina Locopo, Jason Reginato, Midnight Snacks
Camera: Andrew Evers, Katie Brigham Joseph Huerta
Additional Footage: Getty Images , Apple, TSMC, AMD, Google, Intel, Nvidia, OpenAI, Qualcomm, Samsung, Amazon, Airbus, Autobus, Microsoft, ASML
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The Race For Chip Dominance | CNBC Marathon
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Investors are bullish on the emerging crop of companies known as neoclouds, which focus on AI-dedicated computing infrastructure, even as industry insiders warn it will take longer for these ventures to become profitable than markets currently expect. CNBC’s Tobias Burns reports on the enthusiasm for neoclouds and the concerns surrounding them.
Reporter: Tobias Burns
Produced by: Jeff Huang
Shot and Edited by: Kaan Oguz
Production Support: CJ Haddad
Managing Producer: Anuz Thapa
Senior Director of Video: Lindsey Jacobson
Additional Footage: Getty Images
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Why Investors Are Bullish On Neoclouds
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Tesla began rolling out xAI’s Grok AI chatbot in its cars in July 2025. It’s still in beta mode. Tesla is not the only automaker adding AI assistants to vehicles. Volvo, Rivian, Mercedes, BMW and others are all integrating AI into their cars even though the tech is still in its infancy. CNBC’s Rob Ferris takes a ride with attorney and Tesla Model Y owner Mike Nelson in New York City to see how he uses Grok and to find out how it integrates into Tesla’s Full Self-Driving (Supervised).
Reporting by Robert Ferris, Lora Kolodny
Camera and Editing by Erin Black
Senior Director of Video Jeniece Pettitt
Additional Camera Macklin Fishman, Darren Geeter
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We Tried xAI’s Grok Chatbot In A Tesla — Is It A Dangerous Distraction?
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As Hollywood bleeds jobs and productions flee Los Angeles, a new hybrid studio called Innovative Dreams is betting AI can reverse the tide. Backed by Amazon Web Services and AI company Luma, the company combines the LED backdrops of virtual production with AI tools across the entire pipeline, preserving actor performances and traditional filmmaking techniques while dramatically cutting costs and timelines. The first project to use the technology, The Old Stories: Moses, a three-part series starring Ben Kingsley, shot over 40 locations in a single week on an LA soundstage, a job that would have taken a traditional production over a month. But as AI reshapes filmmaking, questions remain about whether it will create jobs, or quietly eliminate them. CNBC’s Julia Boorstin explores whether this new wave of AI-powered production could become a defining force in the future of Hollywood.
Chapters:
0:00 Introduction
2:41 Chapter 1 – Lights, camera, AI
4:42 Chapter 2 – Innovative Dreams
8:16 Chapter 3 – Hollywood’s future
Senior Correspondent: Julia Boorstin
Produced, Shot and Edited by: Andrew Evers
Senior Field Producer: Stephen Desaulniers
Senior Director of Video: Jeniece Pettitt
Additional Footage: Getty Images, Innovative Dreams
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How An Amazon-Backed Hollywood Production Startup Deploys AI For Speed And Cost-Cutting
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Elon Musk’s high-profile lawsuit against OpenAI, the company’s CEO Sam Altman and its President Greg Brockman kicks off with jury selection in federal court in California on April 27th. Musk, who co-founded OpenAI in 2015 alongside Altman and Brockman, alleges he was deceived into donating roughly $38 million to the startup under the promise that it would remain a nonprofit. The two sides have been in a heated standoff since Musk filed the suit in 2024. CNBC’s Ashley Capoot will be in the courtroom for the trail and explains what to expect next.
Reporting by: Ashley Capoot
Produced by: Nathanial Lee
Editing by: Darren Geeter
Camera by: Ryan Baker
Senior Director of Video: Jeniece Pettitt
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Battle Of The Billionaires: Elon Musk And Sam Altman Go To Court
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John Ternus will become Apple’s eighth CEO in September, continuing a tradition of internal promotion at the iPhone maker. Industry experts have long speculated that the 50-year-old Ternus would become Cook’s eventual successor. Over the last 25 years at Apple, Ternus has become a key architect of the tech giant’s robust product pipeline, managing hardware engineering for iPad, AirPods and recent iPhone models. He has also played a significant role in Apple’s Silicon chip program as it transitions away from Intel. When Ternus takes the reins this September, he faces a significant obstacle: revamping the company’s struggling artificial intelligence strategy. CNBC’s MacKenzie Sigalos has the story.
Reporter MacKenzie Sigalos
Producer by Drew Troast
Edited by Erin Black
Senior Director of Video Jeniece Pettitt
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Want to get ahead at work? Then you need to learn how to make effective small talk. In CNBC’s new online course, How To Talk To People At Work, expert instructors teach you how to use everyday conversation to gain visibility, build meaningful relationships and advance your career. Use coupon code EARLYBIRD for 20% off. Offer valid from April 20, 2026 to May 4, 2026. Terms apply. https://cnb.cx/4sGlSkh
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Who Is John Ternus, Apple’s New CEO?
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