TL;DR
Dell told PC Gamer ahead of CES that buyers aren’t choosing PCs for AI capabilities and that its 2026 lineup won’t be 'all about' AI. The company still plans NPUs in announced devices but is recalibrating messaging after learning AI may confuse consumers.
What happened
At CES, Dell’s head of product told PC Gamer the company is moving away from positioning its 2026 PCs as AI-first. Kevin Terwilliger said every device Dell announced includes an NPU, but that customer feedback over the past year showed buyers are not making purchases based on AI features; in some cases AI marketing appears to confuse more than clarify expected outcomes. The comments come as Microsoft continues to integrate AI into Windows and promote Copilot Plus PCs. Dell was an early hardware partner in Microsoft’s Copilot Plus push, adding Qualcomm’s Snapdragon X Elite to models such as the XPS 13 and Inspiron, and later equipping higher-end laptops with Qualcomm’s Cloud AI chips. The reporting notes that many of the practical advantages of those Copilot Plus machines have been improved battery life and performance rather than AI functionality, and Microsoft’s Recall feature experienced a roughly year-long delay amid security concerns.
Why it matters
- Hardware makers may shift marketing from AI-driven narratives to concrete battery, performance and usability benefits.
- If consumers ignore AI labels, OEMs could prioritize practical upgrades over AI-first feature sets.
- Microsoft’s efforts to sell Copilot Plus PCs may need clearer value messaging for mainstream buyers.
- Security and privacy concerns can slow flagship AI features, affecting timing and trust in AI-enabled devices.
Key facts
- Dell told PC Gamer that consumers are not buying PCs because of AI features.
- Kevin Terwilliger, Dell’s head of product, said every device the company announced includes an NPU.
- Dell is shifting away from being 'all about' AI PCs for its 2026 lineup.
- Dell participated in Microsoft’s initial Copilot Plus PC launch in 2024.
- Dell added Qualcomm’s Snapdragon X Elite chips to models such as the XPS 13 and Inspiron.
- The company also equipped some higher-end laptops with Qualcomm’s Cloud AI chips last year.
- Reporters note that Copilot Plus PC advantages have largely been improved battery life and performance rather than AI features alone.
- Microsoft’s Recall feature was delayed and launched nearly a year late after security experts raised concerns.
What to watch next
- How Dell frames its 2026 product messaging: continued inclusion of NPUs but less AI-first positioning (confirmed in the source).
- Microsoft’s approach to marketing Copilot Plus PCs and whether hardware partners adjust their support (confirmed in the source).
- Market reaction and sales trends for AI-branded PCs versus models promoted on battery life and performance: not confirmed in the source.
Quick glossary
- NPU: Neural Processing Unit, a specialized processor designed to accelerate machine learning and AI-related tasks on devices.
- Copilot Plus: A Microsoft-branded class of PCs and software features that integrate on-device and cloud AI capabilities into Windows.
- Snapdragon X Elite: A family of Qualcomm laptop processors marketed for improved efficiency and AI-capable performance.
- Recall (Microsoft): A Microsoft AI feature referenced in the reporting that experienced a delayed rollout after security concerns were raised.
Reader FAQ
Did Dell say consumers don’t care about AI in PCs?
Yes — in an interview Dell’s head of product said customers weren’t buying based on AI and that AI can confuse purchase decisions.
Is Dell removing AI hardware from its devices?
No — the company said every announced device includes an NPU, even as it shifts away from AI-first messaging.
Was Dell involved in Microsoft’s Copilot Plus launch?
Yes — the source says Dell was a partner for the initial Copilot Plus PC launch in 2024.
Are sales figures or consumer research data provided?
not confirmed in the source
NEWS AI GADGETS Dell admits consumers don’t care about AI PCs Dell is now shifting it focus this year away from being ‘all about the AI PC.’ by Tom Warren…
Sources
- Dell admits consumers don’t care about AI PCs
- Dell's Bold AI PC Strategy: Navigating Market Hesitation and Future-Proofing
- Dell says the quiet part out loud: Consumers don't actually …
- It Took Dell To Say What Everyone Else Is Thinking About AI
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