Dell admits that people aren’t currently buying computers because of artificial intelligence, even though they’re still including AI-compatible technology in all their new PCs.
Dell executives shared these thoughts during briefings at CES 2026, discussing how customers have reacted to the recent focus on AI-powered computers over the last year.
Dell says that despite the increasing presence of AI-powered technology in new computers, customers aren‘t actually making purchasing decisions based on these features.
Dell says AI hype has not translated into buying decisions
According to Dell executive Kevin Terwilliger, marketing focused on artificial intelligence hasn’t been effective with most customers. They’ve found that general consumers aren’t responding well to AI-centered messaging.
According to Terwilliger, while all of their new devices include AI-processing power, customers aren’t actually purchasing them because of the AI features. He believes that, for many consumers, AI is more confusing than helpful when it comes to understanding what a device can do.
Dell has found that customers aren’t making purchasing decisions based on whether a PC has AI features. In other words, AI isn’t a primary factor for most people when they buy a new computer.
— TopMob (@TopMob) January 7, 2026
Even though Dell acknowledged some challenges, they emphasized that AI hardware is still central to their plans. All of their new computers now include specialized processors called NPUs, which will power AI features directly on the device and handle future software needs.
During the CES 2026 show, Dell shifted its focus away from simply advertising ‘AI’ features. Instead, they highlighted more practical benefits like how powerful a device is, how long the battery lasts, and its design. Dell presented AI as a standard part of their products, rather than the main selling point.
Artificial intelligence was a major highlight of CES 2026, with many companies unveiling new AI-powered products. Examples include Amazon’s Ring cameras now capable of detecting wildfires, and Razer’s Project AVA, which features holographic assistants.
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2026-01-07 20:19