Dell Acknowledges Customers Bypass PCs Due to ‘Confusing’ AI Features

Dell has openly recognized that consumer interest is not primarily influenced by artificial intelligence (AI), even as the company integrates AI-capable hardware into all newly shipped PCs. This revelation came during Dell’s presentations at CES 2026, where company executives discussed the market’s reaction to the industry’s emphasis on AI features in personal computing.

Dell’s Insights on AI and Consumer Choices

In the discussion, Dell’s executive Kevin Terwilliger highlighted that consumers are not prioritizing AI functionalities when selecting their devices, despite the growing prevalence of neural processing units (NPUs) incorporated into laptops and desktops. He stated, “We’re very focused on delivering upon the AI capabilities of a device. In fact, everything that we’re announcing has an NPU in it, but what we’ve learned over the course of this year is they’re not buying based on AI. In fact, I think AI probably confuses them more than it helps them understand a specific outcome.”

Dell have recognized that customers aren’t prioritizing AI when buying PCs”What we’ve learned over the course of this year, especially from a consumer perspective, is they’re not buying based on AI” pic.twitter.com/P8nZyvoRdp

— dexerto (@dexerto) January 7, 2026

Despite these findings, Dell is committed to maintaining AI hardware as a fundamental aspect of its product offerings. All of the systems recently unveiled include NPUs designed to enable on-device AI capabilities and to meet future software needs.

The Evolution of Dell’s Marketing Strategy

During CES 2026, Dell opted to downplay the significance of AI as a standalone selling point. Instead, the presentations concentrated on more traditional concerns that affect purchasing decisions, such as computing performance, battery life, and the overall form factor. This strategic shift positions AI as a supplementary feature rather than the central appeal of the products.

While Dell shifts its marketing focus, AI continues to be a prominent theme at CES 2026. Many companies are unveiling AI-enhanced products, including Amazon’s Ring camera capable of detecting wildfires and Razer’s innovative Project AVA, a system of hologram assistants.

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