Dell admits consumers don’t care about AI PCs
TL;DR
Dell acknowledges that consumers are not currently purchasing PCs for AI features, finding them confusing rather than helpful. The company is shifting focus beyond AI-first products for 2026, despite including NPUs in new devices.
Dell has revealed that consumers aren't buying PCs for AI features right now. In an interview with PC Gamer ahead of CES, Dell has made it clear its 2026 products aren't all about being AI-first, and it's moving beyond being "all about" AI PCs.
"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, especially from a consumer perspective, is they're not buying based on AI," admits Kevin Terwilliger, Dell's head of product, in the PC Gamer interview. "In fact I think AI probably confuses them more than it helps them …