And 2017 was _late_ in their pivot. They'd been active for much, much longer. Last winter break I sat down to watch every GTC keynote, going back to 2009[1]. Even then, he's talking about expanding to non-graphics workloads. Google's GPU paper[2] just slotted naturally into their existing narrative and were happy to support it. "fortune favors the prepared" as they say.
They definitely were sponsoring ML conferences before 2017, but symbolically, having Jensen/the CEO actually show up at a dedicated session and demonstrate detailed technical knowledge of the conference proceedings in my mind was a turning point. Albeit I remember his words to the crowd of grad students and post docs at the time: "Only Nvidia would announce their flagship card...to an audience who is completely broke!!"
[1]: https://www.youtube.com/watch?v=fYuH2Kl_b98 [2]: https://scholar.google.com/citations?view_op=view_citation&h...