You should be able to reduce temps in afterburner quite easily, but make sure that you select temperature as the priority. There is a tiny arrow between power limit and temperature which you can change. Once you update the settings, click the tick box to enter those settings and then save the profile (you need to unlock the little padlock symbol to save). Works perfectly for me and I have included a screenshot of my settings for profile 1. I do have a different graphics card, but it should work fine for you too. If I want to play a game then a select a different profile, but otherwise Profile 1 keeps the GPU cool in Windows and the fans rarely turn on. I also have set up a custom fan profile, but I have never had an issue with Afterburner. It's great.
Z690 Hero, BIOS 2305, ME Firmware 220.127.116.116, 7000X Case, RM1000x PSU, i9 12900K, ASUS TUF OC 3090TI, 2 x 16GB Corsair RAM @ 5200MHz, Windows 11 Pro 22H2, Corsair H150i Elite AIO, 4x Corsair RGB fans, 3x M.2 NVME drives, 2x SATA SSDs, 2x SATA HDs.