GeForce RTX 5090 graphics cards, originally designed for high-performance gaming, are now extremely hard to find in France, with some resellers listing them for over 5,000 euros. This is a sharp increase from their original price of around 1,999 dollars when they were first released. The scarcity and rising prices are largely due to the growing demand from the artificial intelligence (AI) industry, which is using these powerful cards as computing resources for training complex models and performing data-intensive tasks. Images from HKEPC show entire pallets of new RTX 5090 cards being used in specialized servers, indicating that companies in the AI sector are buying these cards in large quantities. These cards are being integrated into systems that can use multiple GPUs at once, creating powerful computing machines. This trend is similar to what happened during the cryptocurrency mining boom, when miners drove up demand for graphics cards, causing shortages and high prices for gamers. However, the current situation is being driven by AI companies rather than cryptocurrency miners. While NVIDIA has professional-grade graphics cards specifically designed for AI and other industrial applications, the GeForce RTX 5090 remains a cost-effective option for some AI tasks. This has led to increased demand from non-gaming industries, further reducing the availability of these cards for gamers. The price surge isn't limited to the RTX 5090—more affordable graphics cards, memory, and solid-state drives (SSDs) are also experiencing tight supply and rising prices. Although AI isn't the only factor, it is a major contributor, as companies are shifting their computing needs toward professional infrastructures. NVIDIA could potentially curb this trend by monitoring large-scale purchases through its partners and distributors. However, doing so might not be in the company’s best interest, as it aims to grow its presence in the AI market. At the same time, the continued sale of GeForce cards to gamers is attracting a new, wealthy segment of the AI industry, which is willing to buy in bulk. This creates a complex situation where NVIDIA must balance its interests in both gaming and AI markets.