This talk presents rocMLIR, a kernel generator for AMD GPUs using MLIR. We present the compilation flow from high-level IR (TOSA and Linalg dialects) to low-level code generation using downstream and upstream MLIR dialects (AMDGPU and ROCDL). We focus on implementing MI300X/MI350X features in MLIR, including double-rate MFMAs, DirectToLDS, and support for MXFP4/FP4 data types. We also cover application-specific optimizations such as SplitK for GEMMs and KV Cache for attention, along with fusion strategies.