Lisa Su, CEO, AMD, Paris, France, February 10, 2025 in the Greater Palais in the Greater Palais (AI) in the Action Summit.
Benoit Tessiyer | Reuters
Lisa Water will be CEO Advanced micro devices In late 2014, the company was on the eve of bad throats and potential bankruptcy.
Core market, computer processors, AMD was not competing with opponent Intel. The company had billions of dollars and undertaken to produce a chip for customers who may or may not be available. By the end of the year, AMD was worth $ 2 billion in market value, and Intel was estimated at about $ 180 billion.
“I actually had mentors in my career, you know, I don’t think it’s a good move,” he said, 55, said speech In Stanford University in March, it reflects the decision to buy Gig a little earlier than each other.
Water is in a very different place today.
AMD in 2022, the market value of the market is worth $ 172 billion, and now increased by about 85 times during the water term. Millions of players trust AMD processors as they strengthen each day Microsoft Xbox and Sony Playstation consoles. The AMD plugs are so important that the US government sees them as critical for national security.
He still sees itself as a sole. This is a remote second in artificial intelligence, behind NvidiaAbout 3 trillion, behemoth, which dominates the market for graphic processing units or GPUs. In order to have a serious role in the future of technology, AMD knows that the largest technological companies in the world’s largest technological companies spend a larger part of the AI ​​GPU market, which spent many billions of dollars.
Success in the background of AMD’s strategy is rooted in the background of the engineering, and success in this area is managed by making proper technical decisions that cause the highest performance chips. The results may take a long time to appear in the products.
“One of the things I want to say about the semiconductor industry or usually technology is the decisions we do today, you will really have a three to five years from the road,” he said. “It’s all right to bet.”
In the water silicone valley, especially in the historical month of women, the only female director is the only female guide among the first 10 semiconductor companies. For a total of 30% of the lung accounting of the lungs, the woman remains a male dominant area with accounting.
He also visited the highest salaried female Director, which lasted five years, According to the Associated Press questionnaire.
Stats are not affordable throughout the corporate world. Fortune 500 is female than 10% of CEOs, 52 year old in 2024, above 41 in 2021 Women’s partnership.
‘Knows what they do’
It is a known water in his personal life – it is Texas Hold’s fan and playing poker with sales staff and is to make a long-term professional bet in the EU.
AMD is determined to announce new AI chips annual And create an application section with thousands of employees to create open source tools for chips that can compete with the Dominant Cudan language of NVIDIA.
The water refers to Mark Papermaster, the head of the AMD technology, often visiting the company’s chip laboratories on the company’s technology road map.
“Lisa is amazed by the engineering group, because they know what they do and know that they know that,” said Papermaster.
AMD refused to give water for an interview.
The water was born in Taiwan in 1969 and came to the United States as a child to go to his father’s master’s school. He described his childhood as “typical Asian education” around the school. Bronch in New York attended the High School Science School.
He first found the first floor at the Massachusetts Institute of Technology, where the master’s work did before chasing a doctor. in electrical engineering. The study was centered on the production side of the plugs. As a graduate student in 1992, he wrote a prize-winning document to test silicone-in-incinerator technology. This ended to be one of the main production methods used to improve the chips in the 1990s and the 2000s.
Water went to work Texas tools After graduation and then IbmThose who control control and design groups focused on the production of chips. There he was stuck in Lou Gerstner, IBM chairman and a technical assistant of the CEO.
After IBM, the water, FreeScale Semiconductor, as today, has become an especially rare feature officer on a rare feat About 8% Technical companies have women in the role of CTOs.
In 2012, he was hired by AMD’s time-CEO RORY, read the company’s work units.
The highest rising in 2014 in 2014 threw one of the largest turarounds in the history of the technology industry. This was a company at the bottom point, and many people believed that this did not survive for a long time.
“AMD has experienced serious cash problems,” he said. “The AMD reset button had to completely press.”
Lisa water, department Micro devices Inc (AMD), not described (AMD), Taiwan, Taiwan, Taiwan is a artificial exploration processor during Taiwan’s Taipei conference.
Annabelle Chih | Bloomberg | Getty pictures
As CEO, AMD’s shares in the first day traded more than $ 3 for each share. More than $ 106 for a stock. AMD, Intel and Nvidia is the fourth most valuable US chip company, Broadcom and Qualcomm.
Ribaund began with harsh decisions at the time of the water seized. Include To cut off 7% of AMD employees.
He also converted to SONY and Microsoft The AMD’s game console is a movement designed to build the company’s money flow and fill in the chip factories that already committed to use the company.
However, the water said, in Stanford, while talking about, was not the cuts that saved AMD. On the contrary, it was bet to develop new technology.
“It is very clear in technology, there is nothing like a cutting to win yourself,” he said.
Water focused on the products of AMD and encouraged the staff to prioritize its staff to build the highest performance chips. The AMD decided to suspend the sale of income server chips until the products that could compete with Intel on performance.
To redesize the ground
A great problem for AMD, the processor design was aging and quickly.
Water, a revised computed core – AMD’s most valuable intellectual property approved “a vacant sheet” approach. Years have passed and AMD has not begun selling products based on the “Zen” core by 2017. Technology is now developing the fifth generation.
The AMD was the first major company embracing a technology called “Chiplet” in the water. Instead of producing a large chip containing all the necessary elements – calculation nuclei, as well as input and output block – AMD can make more small chips and then collect them together.
Chiplets allowed AMD to be more flexible and more effective in production. The change also allowed the use of AMD to use a different casting for various places and reduce the risks associated with a critical review due to the company’s intense cash position. It was especially a good fit for AMD as used in 2019 Taiwanese semiconductor production to build their chips.
Focused on chiplets, Intel was allowed to increase in a sudden increase in incompleting investments, Scott Thompson has been in Florida University, which has been visiting the water career since its doctoral.
“Lisa water is found to be found in how plugs are built.” “He understands the risk with different technology options and he can evaluate the risk and make the right choice.”
Intel refused to comment.
Chiplets are now used by each main processor company and the technology was the main part of the first “Great GPU” of AMD.
The Practice of AMD’s expertise has announced a declared data center GPU that is different from AI applications that are different from AI applications – and simply allowed CPU chiplets to better adapt to a GPU. The first major GPU of AMD, instinct mi300x, started in 2023, and more than a year, launched Chatgpt and launched a generative AI boom.
Lisa Su, AMD and Jensen Huang, CEO of NVIDIA.
Benoit Tessiyer | Ritzau Scanpix | Mads Claus Rasmussen | Reuters
Next arc
In 2024, AMD’s income fell from 14% to 14% to $ 26 billion, five times more than the community of water. The company has invested $ 6.5 billion in 2014.
However, the current relationship of the GPU market leader NVIDIA is similar to the position of Intel in CPU ten years ago.
The AMD’s accelerators in the market, customers and investors expect the plugs to future plugs and the PaperMaster were expected last year and $ 5 billion worth $ 5 billion.
However, NVIDIA remains behind Nvidia, which announces the sales of the $ 115 billion in the last fiscal year.
The AMD shares are more than 10% this year after falling 18% in 2024 this year. Followed 128% Pop from Popu the previous year.
The biggest problem for water can lie with software.
AMD’s apparatus is comparable to NVIDIA’s chips and can even win In some criteria. The company’s AI chips are affordable and increase the reliability of water.
Although AMD is the only real alternative to NVIDIA, most AI developers know how to use the NVIDIA owner’s CUDA program, which allows programmers to access the main hardware parts of a GPU for the development of AI.
ROCM to answer for water.
This COUDA’s AMD version is free to use. The water is calculated in ROCM to help NVIDIA win AMD over the developers who want more than what they offer.
Nvidia did not respond to a request for comment.
Last year, AMD reorganized its program groups, including teams working on ROCM, including the new AI program section. AMD also began to open many of the important components and equipment details, and the programmers allow the programmers to be easier to enter the raw power of the AI ​​plugs.
To achieve a wide range of ROCM, water should be striving to shoot and shake the influence of AI and the reputation of AMD as only one company company.
In December, a public criticism of AYD personally, social media placement After the congregation “We have done a ton of work to optimize customer and workload, but there are many things we can do.”
Water generally plays sharing competition in the market with NVIDIA. The AI ​​boom sees the AI ​​chip market to $ 500 billion a year, which is the same size of the whole semiconductor market.
Counted in AMD to get a large part.
