

By Raghib Hussain, President, Products and Technologies
This article was originally published in VentureBeat.
Artificial intelligence is about to face some serious growing pains.
Demand for AI services is exploding globally. Unfortunately, so is the challenge of delivering those services in an economical and sustainable manner. AI power demand is forecast to grow by 44.7% annually, a surge that will double data center power consumption to 857 terawatt hours in 20281: as a nation today, that would make data centers the sixth largest consumer of electricity, right behind Japan’s2 consumption. It’s an imbalance that threatens the “smaller, cheaper, faster” mantra that has driven every major trend in technology for the last 50 years.
It also doesn’t have to happen. Custom silicon—unique silicon optimized for specific use cases—is already demonstrating how we can continue to increase performance while cutting power even as Moore’s Law fades into history. Custom may account for 25% of AI accelerators (XPUs) by 20283 and that’s just one category of chips going custom.
The Data Infrastructure is the Computer
Jensen Huang’s vision for AI factories is apt. These coming AI data centers will churn at an unrelenting pace 24/7. And, like manufacturing facilities, their ultimate success or failure for service providers will be determined by operational excellence, the two-word phrase that rules manufacturing. Are we consuming more, or less, energy per token than our competitor? Why is mean time to failure rising? What’s the current operational equipment effectiveness (OEE)? In oil and chemicals, the end products sold to customers are indistinguishable commodities. Where they differ is in process design, leveraging distinct combinations of technologies to squeeze out marginal gains.
The same will occur in AI. Cloud operators already are engaged in differentiating their backbone facilities. Some have adopted optical switching to reduce energy and latency. Others have been more aggressive at developing their own custom CPUs. In 2010, the main difference between a million-square-foot hyperscale data center and a data center inside a regional office was size. Both were built around the same core storage devices, servers and switches. Going forward, diversity will rule, and the operators with the lowest cost, least downtime and ability to roll out new differentiating services and applications will become the favorite of businesses and consumers.
The best infrastructure, in short, will win.
The Custom Concept
And the chief way to differentiate infrastructure will be through custom infrastructure that are enabled by custom semiconductors, i.e., chips containing unique IP or features for achieving leapfrog performance for an application. It’s a spectrum ranging from AI accelerators built around distinct, singular design to a merchant chip containing additional custom IP, cores and firmware to optimize it for a particular software environment. While the focus is now primarily on higher value chips such as AI accelerators, every chip will get customized: Meta, for example, recently unveiled a custom NIC, a relatively unsung chip that connects servers to networks, to reduce the impact of downtime.
By Kirt Zimmer, Head of Social Media Marketing, Marvell
What do you get when you combine some of the world’s leading technology analysts with incredibly smart subject matter experts? Answer: the SixFive Media video podcast. It’s must-view content for anyone interested in understanding exactly how AI technologies are evolving.
At Marvell’s recent Investor Analysts Day, company leaders were happy to chat with Patrick Moorhead, CEO and Chief Analyst at Moor Insights & Strategy, and Daniel Newman, CEO and Chief Analyst at The Futurum Group. The resulting conversations (captured on video) were enlightening:
How Custom HBM is Shaping AI Chip Technology
Fresh off Marvell’s announcement of a partnership with SK Hynix, Micron Technology and Samsung Semiconductor, Patrick and Daniel dove into the details with leaders from those organizations. The partnership centers around custom high bandwidth memory (HBM), which fits inside AI accelerators to store data close to the processors.
Custom designs alleviate the physical and thermal constraints traditionally faced by chip designers by dramatically reducing the size and power consumption of the interface and HBM base die. Marvell estimates that up to 25% of the real estate inside the chip package can be recovered via customization.
Will Chu, SVP and GM of Custom Compute and Storage at Marvell, says the company estimates that the total addressable market (TAM) for data centers in 3-4 years is $75B. Last year it was $21B. Out of that, Marvell estimates that $40-43B is for custom accelerators.
Attached to that is custom HBM, which alleviates bottlenecks for AI workloads. In Dong Kim, VP of Product Planning at Samsung Semiconductor said, “Custom HBM will be the majority portion of the market towards the 2027-28 timeframe.” As Patrick Moorhead said, “The rate of change is phenomenal.”
By Kirt Zimmer, Head of Social Media Marketing, Marvell
Marvell’s business is accelerated infrastructure for the AI era, which is a fast-evolving space that can occasionally confuse even the most earnest student. To help you keep up, we’ve partnered with VentureBeat to explore a multitude of content about that subject:
By Michael Kanellos, Head of Influencer Relations, Marvell
Computer architects have touted the performance and efficiency gains that can be achieved by replacing copper interconnects with optical technology in servers and processors for decades1.
With AI, it’s finally happening.
Marvell earlier this month announced that it will integrate co-packaged optics (CPO) technology into custom AI accelerators to improve the bandwidth, performance and efficiency of the chips powering AI training clusters and inference servers and opening the door to higher-performing scale-up servers.
The foundation of the offering is the Marvell 6.4Tbps 3D SiPho Engine announced in December 2023 and first demonstrated at OFC in March 2024. The 3D SiPho Engine effectively combines hundreds of components—drivers, transimpedance amplifiers, modulators, etc.—into a chiplet that itself becomes part of the XPU.
With CPO, XPUs will connect directly into an optical scale-up network, transmitting data further, faster, and with less energy per bit. LightCounting estimates that shipments of CPO-enabled ports in servers and other equipment will rise from a nominal number of shipments per year today to over 18 million by 20292.
Additionally, the bandwidth provided by CPO lets system architects think big. Instead of populating data centers with conventional servers containing four or eight XPUs, clouds can shift to systems sporting hundreds or even thousands of CPO-enhanced XPUs spread over multiple racks based around novel architectures—innovative meshes, torus networks—that can slash cost, latency and power. If supercomputers became clusters of standard servers in the 2000s, AI is shifting the pendulum back and turning servers into supercomputers again.
“It enables a huge diversity of parallelism schemes that were not possible with a smaller scale-up network domain,” wrote Dylan Patel of SemiAnalysis in a December article.
By Ravindranath C Kanakarajan, Senior Principal Engineer, Switch BU
Marvell has been actively involved with SONiC since its beginning, with many SONiC switches powered by Marvell® ASICs at hyperscalers deployed worldwide. One of Marvell's goal has been to enhance SONiC to address common issues and optimize its performance for large-scale deployments.
The Challenge
Many hackathon projects have focused on improving the monitoring, troubleshooting, debuggability, and testing of SONiC. However, we believe one of the core roles of a network operating system (NOS) is to optimize the use of the hardware data plane (i.e., the NPUs and networking ASICs). As workloads become increasingly more demanding, it becomes crucial to maximize the efficiency of the data plane. Commercial black-box NOS are tailored to specific NPUs/ASICs to achieve optimal performance. SONiC, however, supports a diverse range of NPUs/ASICs, presenting a unique challenge.
We at Marvell have been contributing features to SONiC to ensure optimal use of the underlying networking ASIC resources. Over time, we’ve recognized the need to provide operators with flexibility in utilizing ASIC resources while reducing the platform-specific complexity gradually being introduced into SONiC’s core component, the Orchagent. This approach will help SONiC operators to maintain consistent device configurations even when using devices from different platform vendors.
BYOC
During the Hackathon, we developed a framework called “BYOC: Bring Your Own Configuration,” allowing networking ASIC vendors to expose their hardware capabilities in a file describing intent. A new agent transforms the user’s configuration into an optimal SONiC configuration based on the capabilities file. This approach allows ASIC vendors to ensure that user configurations are converted to optimal ASIC configurations. It also allows SONiC operators to fine-tune the hardware resources consumed based on the deployment needs. It further helps in optimally migrating configurations from vendor NOS to SONiC based on the SONiC platform’s capability.