I still feel that the A.I./DLSS is just an excuse for Nvidia to flog compute cards to gamers. If AMD takes the performance crown/handily beats NVidia, I would not be surprised if they drop Tensor cores like a rock and just pack the chips with more transistors that directly contribute to raster performance.
My theory is that these 6 year long console cycles are hurting pc GPU sales as a lot of the games are aimed to be multiplatform, and are built for the lowest common denominator, basically the consoles. PC is an afterthought.
So we get like 3 generations of cards in those 6 years. Day 1 the consoles are average PC spec equiv GPU/CPU, by year 2 they're fundamentally low end PCs. And by year 6 where we are now they're just kind of a joke. By year 6 in this cycle the demands on rasterization is low, but the ability to provide it on PC is insane. So, we crank settings, we up the res to true 1440p/4k, 60-120fps instead of 30. But even after all that it's hard to find where to spend that power.
Nvidia took a gamble, they knew Ray Tracing was just within reach, but that performance at the resolutions games now expect 1440p/4k would be impossible. DLSS is a necessary component of getting RTX actually functional. Both these things heavily rely on more specially reserved transistors.
AMD could go 100% raster with a similar sized GPU and hence more total raster performance for your dollar. But what would you spend that additional perf on? 4K is still a vanishingly small number of gamers.
This happened a few gens back with AMDs cards one cycle being so good at 1080p which everyone ran, that they just stuck 6 video outs on the backplate and pushed triple monitor gaming.
The mainstream 10-15 games used for extreme benchmarking of these cards arent themselves good representatives of the gaming market, you cant throw a few killer apps at a card to justify it, games have to look and see what they'll get out of it, and if it brings them broad benefit. Nvidia basically gave the common gamer a reason to upgrade. New effects, and DLSS as a way to get into the 4k bracket.
I'm really intrigued to see what AMD show off, based on the consoles it does look like theyre adopting RT but in a way more conservative way.