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Dell Ditches AI PC Hype: Back to Basics
8 Jan
Summary
- Dell reverses AI-first PC marketing strategy due to low consumer demand.
- Consumers find AI PC capabilities confusing rather than helpful.
- Dell brings back classic XPS branding and features like physical keys.
At CES 2026, Dell has signaled a departure from its "AI PC" marketing push, acknowledging that consumers are not prioritizing AI features when buying new computers. Kevin Terwilliger, a Dell executive, stated that AI capabilities often confuse customers rather than clarify product benefits. This marks a notable change from CES 2025, where "AI PC" was a prevalent marketing term.
Dell's latest XPS laptops, equipped with Intel Panther Lake CPUs, will still include Neural Processing Units (NPUs) for AI tasks. However, the company plans to de-emphasize AI as a primary selling point. This strategic adjustment reflects a broader market observation that the "un-met promise of AI" has yet to drive significant consumer purchasing decisions, especially with other industry challenges like memory shortages.
In addition to pulling back on AI-centric promotion, Dell is reinstating popular elements of its XPS line, such as the distinct XPS branding and the return of physical function keys and visible touchpads. This move caters to user preferences for familiar and functional design, signaling a return to core computing strengths over speculative AI advancements.
