Though Nvidia is the undisputed leader in AI chips, capturing over 80% of the market, AMD CEO Lisa Su says AMD's latest chips are "outperforming" Nvidia's with "greater efficiency." Demand has pushed up the price of AI chips, which can each cost tens of thousands of dollars, according to The New York Times. Nvidia's chips can cost up to four times more than competing AMD chips. AMD CEO Lisa Su. Analysts predict that Nvidia's AI chip sales will rise to $262 billion by 2030.