Nvidia reveals DLSS 5 , essentially applies AI filter to games in real time.

[Mummelmann]

Soundwave said:

This isn't really "DLSS", they're just using an established name for marketing reasons, this is the beginning of filters and AI generated images taking over the graphics pipeline which I've been saying will happen for a while.

IMO they are going to try to push the business model of forcing people to have to rent GPUs effectively too and pricing people out of physical GPUs. They don't want to sell GPUs to consumers, the margins aren't as attractive as the AI server model, they make more money through the server model than selling Joe Blow 1 GPU that they sit on for 5-7 years. 

This is very likely the outcome; when the intended use of the massive data-centers for AI (inevitably) turns foul, the larger players will sell compute subscriptions. In essence, hardware as a concept will get centralized and we'll see even less consumer control and influence on functions, ads, protective layers and customization. It may well turn out that Stadia was more or less the right idea (from a purely corporate perspective), but too soon. 

The fact that Nvidia even showed us this is an indicator that they're preparing for a near future where actual consumers will become their main source of revenue again, even if only indirectly via "rental" companies and centers.