DLSS Rhetoric

NVIDIA's Marketing

Marketing Evolution

Though NVIDIA's marketing for DLSS has seen considerable changes as new features and improvements are made to the software, much of their rhetoric has remained the same. NVIDIA has continued to prioritize their AI and are quick to remind consumers it is still learning, as they have done from DLSS 1's launch.

However, AI has gained prominence in advertisements since the release of DLSS 4 where nearly every feature of the product is described by way of how AI enhances these capabilities.

Consumer Response

Many buyers find this advertising to over promise and are not convinced that DLSS offers superior quality to games because of its AI usage (most still prefer natural rendering). Consumers also worry that the dependency on AI demonstrated in these advertisements poses a threat to developer jobs and creativity.

Despite these many negative responses, DLSS 4 has faced a lot of positive feedback for how it improves upon previous versions and the truth behind NVIDIA's claims of better image quality with more details.

Official Statements

NVIDIA and Industry Quotes

Quotes NVIDIA Released or Highlighted

"RTX will change PC gaming forever. Ray tracing and DLSS make the impossible, possible." - Robert Bagratuni, CEO, Mundfish. Response to the release of DLSS 1

"The combination of ray tracing and AI technologies has revolutionized video games by simultaneously delivering dramatic improvements in image quality, along with massive uplifts in performance, a feat that was unheard of before the invention of RTX and DLSS." - Henry C Lin and Andres Burnes on NVIDIA upon the release of DLSS 3

"Black Magic"

- MMORPG, in reference to DLSS 4

"DLSS is the best way to play."

- Bryan Catanzaro, VP of NVIDIA's Applied Deep Learning Research. Repeated slogan in advertising for DLSS 4

"A new realm of image quality and performance."

- TweakTown, response to DLSS 4

Primary Claims Made by NVIDIA

DLSS 4 is superior to native rendering
NVIDIA's AI is constantly learning and developing to improve its abilities
"Maximize Quality with AI" - DLSS 4 advert
Enhanced image quality
Heightened responsiveness

Consumer Perspectives

What Gamers Are Saying

Community Feedback

DLSS is "a crutch [that] artificially inflate[s] prices of hardware well beyond their actual usefulness."

- Seushimare, Reddit

"All I can say is I'm damn impressed how far technology has come"

- lordunderscore, Reddit (Reference to DLSS 3/3.9)

"I don't see a reduction in quality at all, I would say [DLSS] quality looks the same for me, sometimes a bit better [...]"

- PictureOrdinary2759, Reddit

"As a certified DLSS hater, [DLSS 4 is] a big improvement."

- Natasha_Giggs_Foetus, Reddit

"DLSS 4 has a narrow focus"

- Jacob Roach, XDA

"Gamers are up in arms about fake frames, and a lot of the criticisms are valid."

- Tanveer Singh, XDA

Positive Feedback

"All I can say is I'm damn impressed how far technology has come" - lordunderscore, Reddit
"I don't see a reduction in quality at all, I would say [DLSS] quality looks the same for me, sometimes a bit better [...]" - PictureOrdinary2759, Reddit
"As a certified DLSS hater, [DLSS 4 is] a big improvement." - Natasha_Giggs_Foetus, Reddit

Critical Perspectives

DLSS is "a crutch [that] artificially inflate[s] prices of hardware well beyond their actual usefulness." - Seushimare, Reddit
"DLSS 4 has a narrow focus" - Jacob Roach, XDA
"Gamers are up in arms about fake frames, and a lot of the criticisms are valid." - Tanveer Singh, XDA