US EditionDell's Head of Product: 'I Think AI Probably Confuses More than It Helps'
- At CES 2026, Dell acknowledged that mainstream consumers aren’t buying PCs for AI features, and Kevin Terwilliger said its 2026 products aren’t 'AI-first' with messaging shifting from last year’s focus.
- Because companies must please consumers and investors, Dell noted it must market to general consumers, tech early adopters and Wall Street, after adding Qualcomm's Cloud AI chips last year to boost AI performance.
- The product rollout history illustrates most Copilot Plus PC benefits come from Qualcomm Snapdragon X Elite battery and performance gains, while Microsoft's Recall feature launched nearly a year late due to security concerns.
- As a result, Dell will dial back AI marketing after Terwilliger says nonstop AI promotion isn’t boosting sales, while PC industry analysts covering CES 2026 warn the volatile RAM market will raise prices this year.
- Looking ahead, Dell's move could prompt firms to reframe AI benefits for mainstream PC buyers, as early adopters and Wall Street have rewarded AI hype despite general consumer disinterest.
21 Articles
21 Articles
Dell admits consumers don’t care about AI PCs
Dell has revealed that consumers aren't buying PCs for AI features right now. In an interview with PC Gamer ahead of CES, Dell has made it clear its 2026 products aren't all about being AI-first, and it's moving beyond being "all about" AI PCs. "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 co…
Dell's new XPS laptops pair Panther Lake CPUs with OLED displays and up to 64GB RAM
These systems mark both a hardware and branding reset for Dell: a return to the XPS name paired with Intel's latest mobile architecture, high-refresh OLED panels, LPDDR5X memory up to 64GB, and storage that scales to multi-terabyte capacities and Gen5 throughput levels.Read Entire Article
Coverage Details
Bias Distribution
- 62% of the sources are Center
Factuality
To view factuality data please Upgrade to Premium
