TL;DR
Dell’s head of product told PC Gamer that general consumers are not choosing PCs for AI features and that AI-focused marketing may confuse buyers. The company hasn’t abandoned AI work but has stepped back from pushing it as the primary sales pitch at CES.
What happened
At CES this year Dell altered its messaging after reassessing how mainstream buyers respond to AI claims. Kevin Terwilliger, Dell’s head of product, told PC Gamer that consumer purchase decisions aren’t being driven by AI features; he said in effect that promoting AI to broad audiences can obscure the specific benefits a PC delivers. Dell therefore dialed down the AI-first emphasis it used the previous year. The company did not say it is ending its AI development — Terwilliger indicated Dell will continue investing in AI capabilities — but conceded that constant AI-centric marketing has not helped sell machines and may have had the opposite effect. The reporting and commentary come from a PC Gamer piece cited by 9to5Mac and were summarized in an item by Ryan Christoffel on Jan. 7, 2026.
Why it matters
- PC marketing strategies may shift away from blanket AI messaging toward clearer, outcome-focused explanations.
- OEMs could reassess how they position emerging features to mainstream buyers rather than targeting only early adopters and investors.
- A decline in AI-centric pitches could influence how competitors present product value at major trade events.
Key facts
- Kevin Terwilliger is Dell’s head of product and spoke to PC Gamer about consumer reactions to AI.
- Dell reduced the prominence of AI in its CES messaging this year compared with the previous year.
- Terwilliger said consumers are not buying PCs on the basis of AI and that AI-focused marketing can confuse them.
- Dell is not abandoning AI work, but it sees constant AI-first marketing as unhelpful for sales.
- The coverage summarizing these comments appeared on 9to5Mac on Jan. 7, 2026, referencing PC Gamer reporting by Dave James.
- 9to5Mac’s commentary noted that non-technical consumers often show skepticism or fear toward AI, while early adopters and investors have rewarded AI narratives.
What to watch next
- Whether other PC makers revise their marketing away from generalized AI claims toward clearer, user-focused outcomes (not confirmed in the source).
- How Dell translates this messaging change into product design or feature prioritization over the coming quarters (not confirmed in the source).
Quick glossary
- AI (Artificial Intelligence): Computer systems designed to perform tasks that normally require human intelligence, such as pattern recognition, language processing, or decision-making.
- CES: An annual consumer electronics trade show where companies showcase new products and technology announcements.
- OEM: Original Equipment Manufacturer — a company that produces hardware or components that other companies may rebrand or sell.
- Marketing messaging: The way a company frames and communicates product benefits to potential customers.
Reader FAQ
Did Dell say it will stop building AI features into PCs?
No. The company said it is not abandoning AI efforts but will change how it markets those features.
Who made the comments about AI and consumer interest?
Kevin Terwilliger, Dell’s head of product, in comments reported by PC Gamer and summarized by 9to5Mac.
Was Dell’s shift in messaging tied to sales figures?
Not confirmed in the source.
Will other vendors follow Dell’s approach?
Not confirmed in the source.
iOS 26 gave Apple Music three of my favorite new features in years Ryan Christoffel Jan 6 2026 AD Dell admits that PC buyers don’t actually care about AI Ryan…
Sources
- Dell admits that PC buyers don’t actually care about AI
- Dell's Underperforming PC Business Seeks a Comeback
- Dell Loses PC Brands, Joins HP, Lenovo Teasing AI PCs
- Ditch the Legacy Thinking – This Isn't Your Typical PC …
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