Nvidia has reportedly acquired Gretel, a San Diego-based startup that’s developed a platform to generate synthetic AI training data. Terms of the acquisition are unknown. The price tag was said to be nine figures, exceeding Gretel’s most recent valuation of $320 million, according to Wired.

Gretel and its team of roughly 80 employees will be folded into Nvidia, where its tech will be deployed as part of the former’s suit of generative AI services for developers, Wired reported.

Gretel was founded in 2019 by Alex Watson, Laszlo Bock, John Myers, and Ali Golshan, who also serves as the company’s CEO. The startup fine-tunes models, adds proprietary tech on top, and then packages these models together to sell them.

Gretel raised more than $67 million in venture capital from investors including Anthos Capital, Greylock, and Moonshots Capital prior to its exit, according to Crunchbase.

Nvidia’s acquisition is strategic — and timely. Tech giants like Microsoft, Meta, OpenAI, and Anthropic are already using synthetic data to train flagship AI models as they exhaust sources of real-world data.