AMD announced that Google and Twitter are among the companies now using EPYC Rome processors during a launch event for the 7nm chips today. The release of EPYC Rome marks a major step in AMD’s processor war with Intel, which said last month that its own 7nm chips, Ice Lake, won’t be available until 2021 (though it is expected to release its 10nm node this year).

Intel is still the biggest datacenter processor maker by far, however, and also counts Google and Twitter among its customers. But AMD’s latest releases and its strategy of undercutting competitors with lower pricing have quickly transformed it into a formidable rival.

Google has used other AMD chips before, including in its “Millionth Server,” built in 2008, and says it is now the first company to use second-generation EPYC chips in its datacenters. Later this year, Google will also make virtual machines that run on the chips available to Google Cloud customers.

In a press statement, Bart Sano, Google vice president of engineering, said “AMD 2nd Gen Epyc processors will help us continue to do what we do best in our datacenters: innovate. Its scalable compute, memory and I/O performance will expand out ability to drive innovation forward in our infrastructure and will give Google Cloud customers the flexibility to choose the best VM for their workloads.”

Twitter plans to begin using EPYC Rome in its datacenter infrastructure later this year. Its senior director of engineering, Jennifer Fraser, said the chips will reduce the energy consumption of its datacenters. “Using the AMD EPYC 7702 processor, we can scale out our compute clusters with more cores in less space using less power, which translates to 25% lower [total cost of ownership] for Twitter.”

In a comparison test between 2-socket Intel Xeon 6242 and AMD EPYC 7702P processors, AMD claimed that its chips were able to reduce total cost of ownership by up to 50% across “numerous workloads.” AMD EPYC Rome’s flagship is the 64-core, 128-thread 7742 chip, with a 2.25 base frequency, 225 default TDP and 256MB of total cache, starts at $6,950.