Dell Walks Back AI-First Messaging After Learning Consumers Don't Care

Dell's CES 2026 product briefing, PC Gamer writes, stood out from the relentless AI-focused presentations that have dominated tech events for years, as the company explicitly chose to downplay its AI messaging when announcing a refreshed XPS laptop lineup, new ultraslim and entry-level Alienware laptops, Area-51 desktop refreshes and several monitors. "One thing you'll notice is the message we delivered around our products was not AI-first," Dell head of product Kevin Terwilliger said during the presentation. "A bit of a shift from a year ago where we were all about the AI PC." The shift stems from Dell's observation that consumers simply aren't making purchasing decisions based on AI capabilities. "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," Terwilliger said. "In fact I think AI probably confuses them more than it helps them understand a specific outcome."

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