NVIDIA held its annual graphics technology conference (GTC 2018) focusing on design and visualization. The top stories discussed advances in real-time ray tracing using NVIDIA RTX technology; an interactive "Ready Player One" experience using the NVIDIA Holodeck; and a new strategic AI partnership between Adobe and NVIDIA to enhance tools for creative professionals. Walt Disney Imagineering and NVIDIA also announced a collaboration using NVIDIA Quadro GPUs to power an upcoming Star Wars attraction.