NVIDIA IRAY is a user friendly technology that generates photorealistic imagery by that simulates the physical behaviour of light and materials. NVIDIA Iray has highly analytical approach, combined with its scalability, delivers outstanding performance on NVIDIA GPUs for constant feedback and rapid results. This slash the time needed to perfect scenes and delivers images matching photographs. NVIDIA Iray is primarily for product, building and lighting designers, and digital photographers who work with 3D content, requiring predictable photorealistic imagery.
to get more information.