(Bloomberg) — Nvidia Corp. is entering the PC market with a new chip aimed at loosening the stranglehold of Intel Corp. technology in that arena and modernizing the machines for the AI era.

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Starting this fall, Nvidia’s new RTX Spark Superchip will debut in laptop and desktop computers from leading PC brands including Dell Technologies Inc. and Lenovo Group Ltd., Chief Executive Officer Jensen Huang said at the Computex trade show in Taipei. The product is a combination of microprocessor and graphics chip, built with help from Taiwan’s MediaTek Inc., that will run Microsoft Corp.’s Windows for Arm operating system.

Now a dominant player in data centers, Nvidia is taking another run at the personal computer processor market after being part of an effort that fizzled out more than a decade ago. This time, it’s doing so from a position of strength, able to devote more resources to the effort than any incumbent or would-be rival, such as Qualcomm Inc. with its line of Snapdragon products for PCs. For Nvidia, the venture also adds to efforts to keep its central role at the heart of all AI development and use.

The Santa Clara, California-based company said the first new laptops built with RTX Spark will target the premium segment and will be geared to eliminate the compromises of the competition. The efficiency of the chip means that PC makers will be able to offer extremely powerful machines that are still thin and light. Subsequent versions of the technology will allow for a broader spectrum of prices as well, Nvidia said.

In the past, a deeper foray into the PC market would have represented a major expansion of scope and opportunity for Nvidia. But now, its data center chip lineup delivers revenue that dwarfs the combined sales of its nearest rivals. Nvidia’s sales in its most recent quarter were roughly equal to Intel and Advanced Micro Devices Inc.’s annual totals for last year. Intel and AMD stock slid in pre-market trading, while Nvidia shares gained about 2%. MediaTek stock climbed more than 5% in Taipei. Shares in Arm Holdings Plc soared more than 7%.

Still, investors who’ve bid up Nvidia’s shares on the back of the rise of AI may welcome its growing presence among products that deliver the technology to users. Despite posting growth that eclipses other chipmakers, Nvidia’s stock has lagged the performance of the benchmark Philadelphia Stock Exchange Semiconductor Index this year. On Monday, Jensen called the Spark the start of a PC arena shakeup that may eventually rival the advent of the smartphone.