Intel has decided to split its graphic chips business unit into two in order to better compete with Nvidia and Advanced Micro Devices (AMD).

Intel will combine the consumer graphics unit with Intel’s client computing group, which makes chips for personal computers.

Intel’s accelerated computing teams will join its data center and artificial intelligence (AI) business.

Intel aims to strengthen its focus on accelerated computing, a growing segment dominated by Nvidia as AI use surges.

“I don’t think it changes much (if anything) other than aligning the products with the respective sales organizations they fit with vs. having them as a discrete segment,” said Wedbush Securities analyst Matthew Bryson.

Raja Koduri, who led the graphic chips unit, will return to his role as chief architect and oversee the company’s long-term technology and chip design strategy.

Raja Koduri, who has led graphics technology ventures at iPhone maker Apple and AMD, joined Intel in 2017.

Raja Koduri has devoted his career to advancing visual and accelerated computing across a range of platforms, including PCs, game consoles, professional workstations and consumer devices.