Dell Admits: Consumers Don't Care About AI

Dell has revealed that consumers are not currently purchasing PCs solely for AI capabilities. In an interview with PC Gamer ahead of CES, Dell clarified that its 2026 product lineup won't be entirely AI-first, signaling a move beyond the phase of pushing "all-AI" computers.

"We're very focused on enabling AI capabilities in our devices—indeed, every product we've announced includes a neural processing unit (NPU)—but what we've learned this year, especially from a consumer standpoint, is that people aren't buying products based on artificial intelligence," admitted Kevin Twerdlige, Dell's product lead, in the PC Gamer interview. "In fact, I think AI might be confusing them more than helping them understand a specific benefit."

This candid acknowledgment from one of Microsoft’s largest PC partners is particularly striking, given the software giant's ongoing efforts to integrate AI features into Windows and drive consumer demand for Copilot Plus PCs. Dell was among the initial partners when Microsoft launched Copilot Plus computers in 2024, incorporating Qualcomm’s Snapdragon X Elite chips into its popular XPS 13 and Inspiron laptop lines. Last year, Dell even integrated Qualcomm’s cloud AI processors into high-end notebooks to boost on-device AI model performance.

However, much of the advantage offered by Copilot Plus PCs stems from the improved battery life and overall performance delivered by the Snapdragon X Elite chip, rather than AI functionality alone.

Microsoft also faced setbacks in rolling out Recall, its flagship AI feature for Copilot Plus PCs. The controversial tool was delayed nearly a year from its original launch schedule due to security concerns raised by experts, further complicating consumer adoption and understanding of AI-driven benefits.