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NVIDIA INCEPTION : A TRAMPOLINE FOR 4,500 EUROPEAN STARTUPS IN THE AI

In 2018, Stijn Verrept, aware that his company needed to come up with an innovative solution, began exploring new horizons to develop a smart system capable of detecting elderly people’s falls through a lamp, immediately alerting caregivers. Verrept, founder of Belgian startup Nobi, initially tried to manually calculate the fall distance using cameras mounted on ceilings or directly on lamps, without success.

The move to artificial intelligence

Nobi then chose to embrace AI, opting for NVIDIA microchips known for their processing power. This choice proved crucial: by 2020, Nobi became part of NVIDIA’s Inception program, an initiative designed to accelerate the evolution of startups through advanced technologies. Thanks to NVIDIA credits worth $100,000 (€92,000), Nobi was able to store its AI training on the company’s cloud, optimizing the financial resources available for development.

NVIDIA’s Inception program.

The Inception program supports more than 17,000 startups worldwide, including 4,500 in Europe, offering benefits such as preferential pricing on graphics cards, exclusive training courses and events. According to an NVIDIA spokesperson, the goal is to create a global AI ecosystem by providing startups with the tools they need to develop their projects.

Successful examples

In addition to Nobi, Moon Surgical, a French-American startup in the field of medical technology, has also benefited from the Inception program. Access to NVIDIA technology enabled Moon Surgical to build a surgical robotics system, improving precision and control in minimally invasive procedures. Jeffery Alvarez, the startup’s chief operating officer, said the company gained three to six months in perfecting algorithms and creating reliable hardware. In 2023, NVIDIA became an official investor in Moon Surgical, contributing $55 million (€51.19 million).

NVIDIA and the antitrust landscape

Despite the program’s success, NVIDIA is not immune to criticism and potential legal issues. Anne-Christine Witt, a professor of antitrust law, pointed out that to file a lawsuit against NVIDIA, authorities would have to prove significant market share and abuse of that position to deter competition. NVIDIA’s market share is estimated to be between 70 and 95 percent, but owning a large share is not in itself illegal.

According to Verrept, Nobi is not bound to use NVIDIA products exclusively and can opt for cheaper and more efficient solutions if available. However, the lack of transparency on the part of large technology companies makes it difficult for antitrust experts to detect possible violations.

The European Commission, through the Digital Markets Act, has new legislative tools to investigate potential violations of antitrust laws in the AI sector. A Commission spokesman said that examinations are underway on agreements between large digital market players and generative AI developers to assess the impact on market dynamics.

NVIDIA, the subject of possible antitrust charges in France, continues to hold its ground as Europe watches closely the implications of the power of big tech on the future of technological innovation.