• Source:JND

Practically every big tech company is currently selling the same idea: that artificial intelligence will spur the creation of an unparalleled form of computing. Everything from laptops to desktops is now advertised as “AI-powered”. But Dell, one of the world’s biggest PC makers, is subtly bucking that narrative.

At CES 2026, where most brands had a big talk about launching AI-first experienced devices, Dell took a different approach. Rather than going all in with generative AI, Dell resurrected the XPS moniker and concentrated on useful hardware improvements that customers are sure to notice.

“AI Confuses Customers More Than It Helps”

Kevin Terwilliger, Dell’s head of product, admitted that AI branding is not driving purchasing decisions.

“In fact, I think AI probably confuses them more than it helps them understand a specific outcome,” he said during an interview at CES.

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Dell confirmed that every new system it announced still includes an NPU for AI workloads. But the company openly acknowledged that buyers are not upgrading their PCs just because those chips exist.

This marks a clear shift from 2025, when Dell aggressively promoted its AI PC strategy. In 2026, the message is simpler: better hardware matters more than AI buzzwords.

Dell Sees AI as an “Unmet Promise”

During Dell’s CES briefing, COO Jeff Clarke described consumer-facing AI tools such as chatbots and large language models as an “unmet promise”. According to him, expectations have been inflated far beyond what current software can realistically deliver.

He also noted that slow uptake of Windows 11, soaring component prices and a memory shortage in 2026 are already affecting the PC industry. In such a climate, it’s not AI features alone that will make customers happy with expensive new systems.

A Reality Check for the AI PC Market

Among Copilot’s challenges is Microsoft — one of its key partners. The company has still to demonstrate how PC providers and customers will find day-to-day utility in the feature. Even though A. I. may one day remake computing, Dell seems uninterested in pretending that transformation has already occurred.

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Instead, the company is focusing once again on what it and customers care about: performance, reliability, design and value.

Final Thoughts

Dell’s stance feels like a rare moment of honesty in an industry obsessed with AI marketing. Every new Dell PC still supports AI, but the company is no longer pretending that AI alone is a reason to upgrade.

Whether this cautious approach proves smarter than the industry’s full-speed AI rush will become clear over the next few years. For now, Dell seems content doing something unusual in tech marketing — listening to real buyers instead of chasing hype.


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