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Dell Admits PC Buyers Don’t Care About AI — CES Shift

Dell: Consumers Aren’t Buying PCs for AI
Consumers vs AI
  • Key takeaways:
  • Dell says consumers aren’t purchasing PCs because of AI claims and that AI messaging can confuse buyers.
  • Kevin Terwilliger, Dell’s head of product, told PC Gamer that AI “probably confuses them more than it helps.”
  • Dell is not abandoning AI development, but it is dialing back AI-centric marketing at CES 2026.

Dell’s CES 2026 message: less AI marketing, more clarity

At CES 2026 Dell quietly shifted its public message away from heavy AI-focused promotion. The company’s product leaders told press outlets they found the constant emphasis on AI hasn’t moved consumer purchases the way it has for early adopters and investors.

What Dell actually said

In an interview recapped by PC Gamer’s Dave James, Kevin Terwilliger, Dell’s head of product, was blunt: “what we’ve learned over the course of this year, especially from a consumer perspective, is they’re not buying based on AI,” he said.

Terwilliger added, “In fact I think AI probably confuses them more than it helps them understand a specific outcome.” The remarks underline a marketing rethink rather than a technology retreat.

Why the change matters

Dell’s move signals a recognition that consumers and mainstream PC buyers respond to tangible benefits—battery life, performance, price, display quality—rather than abstract AI labels. While companies such as Apple and other PC makers have leaned into “AI” as a selling point, Dell’s product team found the message didn’t translate into sales for general consumers.

That dynamic reflects two different audiences. Tech enthusiasts and Wall Street reward bold AI narratives, but mainstream buyers prioritize clear, relatable outcomes they can understand and use every day.

Dell isn’t ditching AI — it’s changing the story

Terwilliger clarified Dell will continue building AI capabilities into its hardware and software. The change is in how Dell frames those features. Instead of leading with AI as a headline, the company plans to highlight specific user outcomes—faster workflows, improved battery life, or more reliable connectivity.

What this means for PC brands and buyers

Expect other PC vendors to test similar shifts: emphasize real-world benefits and avoid jargon-heavy AI claims that risk confusing customers. For buyers, that should make marketing easier to parse and help highlight features that affect daily use.

Bottom line

Dell’s admission is a pragmatic recognition that AI as a buzzword doesn’t automatically drive mainstream PC sales. Companies will likely refine messaging at trade shows like CES and in retail to focus on clear outcomes consumers can immediately value.

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