Dell says the quiet part out loud: Consumers don’t actually care about AI PCs — “AI probably confuses them more than it helps them”

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I recently read an interview with Dell in PC Gamer where they discussed the PC market. They explained why their newest computers weren’t specifically advertised as ‘AI PCs.’ Apparently, Dell has found that most customers aren’t really focused on AI features when they’re buying a PC – it’s not a major factor in their decisions.

According to Kevin Terwilliger, Dell’s head of product, customers aren’t actually purchasing products *because* of AI. He believes that, right now, AI actually creates more confusion than clarity when people are trying to decide what they need.

Dell’s recent product releases were unusual because the company largely avoided talking about ‘AI PCs.’ However, that doesn’t mean their new computers can’t handle AI tasks – they still have that capability.

Terwilliger points out that previously, our marketing didn’t emphasize artificial intelligence. Now, we’re prioritizing and showcasing the AI features of our devices – in fact, every product we’re launching includes a Neural Processing Unit (NPU) to power those features.

Dell has become the first major computer manufacturer to publicly acknowledge that the recent effort to sell computers with built-in AI hasn’t been successful. It appears customers aren’t prioritizing AI features when buying laptops, and are instead focusing on more traditional factors like how long the battery lasts, how fast it runs, and the quality of the screen.

Microsoft probably won’t be happy with this news. For the past two years, they’ve been hoping to convince people to buy new PCs with Copilot+ features, believing that advanced AI would be a major selling point. However, if Dell’s assessment is accurate, that strategy hasn’t worked as planned.

According to Dell’s COO, Jeff Clarke, the PC industry’s current challenges and slower growth are likely due to two main factors: the fact that AI hasn’t yet delivered on its potential, and a continuing shortage of memory.

Microsoft has been gradually adding artificial intelligence features to all its products, and Windows 11 has been a key part of this push. While computer manufacturers have adapted, it appears that AI alone isn’t currently motivating people to upgrade to new computers, given the way Windows currently uses it.

Windows Recall and Click To Do, special features found only on Copilot+ PCs, haven’t proven popular with customers. Recall received significant negative feedback, and the other features on Copilot+ PCs aren’t compelling enough to make people want to purchase an AI-powered computer.

What do you think about the recent focus on AI PCs by computer companies? And do you believe this trend is just a temporary marketing tactic?

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2026-01-07 20:39