Before AI/ML was hot, and before even the Bitcoin paper was released. NVidia was investigating/experimenting/investing in the concept before there was any kind of 'killer app' for it.
And even better, NVidia understood not everyone wants to use plain old C for their GPGPU coding, and early on staring with CUDA 3.0 in 2010, introduced C++ support and PTX.
Later on they acquired PGI, which thanks to PTX, had C, C++ and Fortran compilers, thus adding Fortran into the mix.
Followed along by all the IDE, graphical debuggers tooling and library ecosystem.
Meanwhile Intel and AMD were doing who knows what at Khronos stuck in their "C is good enough" mentality, and barely released useful developer experiences.
Later on they acquired PGI, which thanks to PTX, had C, C++ and Fortran compilers, thus adding Fortran into the mix.
Followed along by all the IDE, graphical debuggers tooling and library ecosystem.
Meanwhile Intel and AMD were doing who knows what at Khronos stuck in their "C is good enough" mentality, and barely released useful developer experiences.