Who is Nvidia's biggest rival?

Could you enlighten me on who Nvidia's primary competitor is? In the world of technology and specifically in the graphics processing unit, or GPU, industry, Nvidia has indeed established itself as a formidable force. However, every titan has its challenger, and I'm curious to know who stands as Nvidia's most significant rival. Could it be AMD, with its competitive line of Radeon GPUs? Or perhaps it's a newer entrant in the market, with innovative technologies that pose a threat to Nvidia's dominance? I'm eager to understand the dynamics of this competition and how it shapes the landscape of the industry. So, who do you think is Nvidia's biggest rival, and why?