As the CES 2026 event looms, there comes an unexpected yet realistic standpoint from Dell on the use of artificial intelligence (AI) in their consumer goods. Having a casual chat with the folks at PC Gamer, the tech giant candidly admitted a growing gap between the AI features on offer and the actual wants of customers from their planned PC purchases. Turns out, while AI capabilities are indeed present in their offerings, Dell’s head of product, Kevin Terwilliger, points out that they aren’t the main attraction anymore.
Bringing clarity to the situation, Terwilliger revealed, “We’re quite focused on delivering the AI abilities incorporated in each device—in fact, every product announced has a Neural Processing Unit (NPU) embedded in it. However, from a consumer perspective, especially this year, we’ve seen a trend, they’re not making purchases based on AI.” He further elaborated that the concept of AI tends “to bewilder” users more than it aids them—an admission that might just mean Dell is reconsidering its AI positioning narrative.
In a saturated market, where AI often seems like the next big thing every company is trying to sell, Dell’s new direction seems rather more customer focussed. It’s clear that Dell’s experimentation with AI isn’t over—their 2026 lineup still hosts devices with NPUs in place—but the company certainly looks to be prioritizing user-friendliness and noticeable performance enhancements over AI baits.
Instead of marketed AI as the primary selling point, Dell is keen on delivering substantial upgrades that leave a real impact on the daily user experience. This fresh consumer-centric approach strikes a refreshing counterpoint to the prevailing AI-centric discourse in the tech landscape.
For the full story, check out the coverage at The Verge.
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