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The way that content is being created and consumed today has changed and continues to change radically. We’re now in the immersive computing era, marked by several inflection points: the rise of VR, the increasing use of game engines for professional visualization, powerful low-level APIs like Vulkan™, and the growing appetite for flexible, open source solutions.

In forming Radeon Technologies Group last year, we asked ourselves: What are professional content creators trying to do? What are content creators everywhere, across media, entertainment, architecture, design, manufacturing and a number of other industries trying to accomplish? It comes down to one thing:

The art of the impossible.

Content creators are looking at impossible challenges, problems that look unsolvable from the outset, and with the tools and technologies at their disposal, they’re creating incredible art that somehow brings the impossible to life, which makes the impossible, possible.


It could be the visual effects supervisor that imagines a fantastic scene that would never be possible in real life and under enormous time and budget constraints finds a way to bring her vision to life in incredible realism for audiences all over the world to enjoy.

It could be the car designer who conjures from his mind an extraordinary idea for what the future of the sports car might look like resulting in a perfect CG model with all of the mechanics and electronics taken into account, that’s eventually transformed into something his neighbors will drive.

Or it could be the architect who has the opportunity to imagine the skyscraper of tomorrow and translate that thought into an extraordinarily detailed digital blueprint that anyone can walk through in VR, which will eventually become home to people and businesses and an iconic landmark for the city on postcards and coffee mugs.


Professionals are creating things that no one has ever dreamed of, answers to problems that are seemingly impossible.

For us, enabling the “art of the impossible” isn’t a tagline. It’s what we live and breathe every day. Our strategy is informed by it: a huge focus on open source software, solutions that are built for the modern content creation process in the immersive computing era, and a will to solve the big problems, to challenge ourselves to achieve the impossible. Our approach to content creation is embodied in our new brand for professionals: Radeon Pro.

Radeon Pro represents a powerful alternative to the old way of doing things, eschewing proprietary solutions for open source ones, and closed ecosystems in favor of greater choice and flexibility. When you invest in Radeon Pro, you’re not investing in just a specific product, but in a holistic approach to design and content creation. This is as big and fundamental as the open source movement we saw in the PC industry ten years ago. Radeon Pro gives you control of your destiny, the opportunity to realize gains across the entire ecosystem, and to create the “art of the impossible” without technology dictating the way you practice your craft.

We couldn’t be more excited to unveil Radeon Pro to the world today. We’re just getting started, and we can’t wait to show you all of the innovations we’ve been working on for professional content creators under the Radeon Pro banner soon.

Chris Hook, Sr. Director of Marketing for the Radeon Technologies Group at AMD. His postings are his own opinions and may not represent AMD’s positions, strategies, or opinions. Links to third party sites and references to third party trademarks are provided for convenience and illustrative purposes only. Unless explicitly stated, AMD is not responsible for the contents of such links, and no third party endorsement of AMD or any of its products is implied.


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  • Jim

    I have an old Alien laptop gamer where the the ATi video graphics card has died. I want to use this old machine to game on old video games. The stats are for the Alien: Alienware area 51-M Model #766SN3. The video graphics card: ATI Mobility Radeon 9700 Pro w/128MB module. PLease advise if this graphics card is still available and what possible substitutes will work with this old laptop. Thank you in advance for your advice. Jim

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Chris Hook is Director of Marketing, Radeon Technologies Group for AMD. His/her postings are his/her own opinions and may not represent AMD’s positions, strategies or opinions. Links to third party sites are provided for convenience and unless explicitly stated, AMD is not responsible for the contents of such linked sites and no endorsement is implied.