I’d buy the AMD R9 390. Should be able to do 4k gaming, so if I ever got a new TV or monitor, it would be able to use higher settings then my current video card. Faster RAM and 8 GB of it. Starts at $330 for the MSI one.
Maybe NVIDIA will release new video cards soon. But I’m cheap, so I’ll keep my 970. Once it can’t play games on low settings, I’ll consider upgrading.