Dell: Consumers Aren’t Buying Laptops Based on AI Features
January 8, 2026
During a recent Q&A session held as part of its pre-briefing for CES 2026, Dell CEO Jeff Clark and product chief Kevin Terwilliger candidly addressed the role of AI in their upcoming laptops. Their frank remarks shed light on the current consumer attitude toward AI-powered PCs, revealing that AI is not the key driver for most buyers right now.
Dell’s Honest Assessment of AI in Consumer PCs
Dell's executives acknowledged a disconnect between expectations and reality regarding AI in the PC market:
- Jeff Clark, Dell's COO, noted that while there is an expectation that AI would boost demand, the promise has yet to be fulfilled, leading to consumer confusion.
- Kevin Terwilliger, head of product, explained that although all new Dell products feature an NPU (Neural Processing Unit), the message isn't "AI-first" anymore. Instead, the focus lies in delivering genuine AI capabilities that are useful, rather than hype-driven features.
“From a consumer perspective, they’re not buying based on AI,” Terwilliger said. “AI probably confuses them more than it helps them understand a specific outcome.”
Moving Away from AI-Centric Marketing
Dell’s shift away from emphasizing AI in its marketing strategies suggests the company recognizes that many consumers either remain uninterested or are confused by AI features. They see these capabilities as secondary or even distracting rather than essential.
The Current State of AI in PCs
Right now, AI features largely revolve around image editing and enhanced search functionalities, such as Windows 11's Copilot and Recall. Yet, many users remain skeptical, especially given:
- Limited practical applications.
- Concerns over privacy.
- The often-flawed or "dumb" AI responses exemplified in recent viral videos.
The Larger Context: AI's Controversy and Microsoft’s Challenges
Microsoft’s push to incorporate more AI into Windows 11 faces scrutiny and skepticism. Several high-profile AI fails—including videos showing Bing's AI assistant freezing or giving nonsensical replies—have fueled doubts about AI's reliability and utility.
AI Failures and Skepticism
One notable example, posted by Ryan Fleury on X (formerly Twitter), shows the Windows 11 Settings AI failing to respond to a simple query—an embarrassing moment that quickly went viral, accumulating millions of views. Similar issues, like the AI assistant struggling in marketing videos, contribute to doubts about AI's readiness for mainstream use.
Is It All Just Hype?
Given the current landscape, critics wonder if the relentless push for AI features is driven more by shareholder expectations and market hype than genuine consumer demand. With PC hardware now universally incorporating NPUs—regardless of brand—AI is almost becoming a standard component, not a differentiator.
Future Outlook
While Microsoft continues to develop AI in Windows 11, the industry faces important questions about trust, security, and real-world usefulness of these features. The year 2026 could prove pivotal in determining whether AI becomes truly mainstream or remains a marketing gimmick.
Conclusion
Dell’s candor highlights a crucial truth: AI, at least for now, isn't the game-changer many anticipated in gaming or everyday consumer use. Instead, manufacturers are recognizing the need to focus on tangible, practical benefits rather than hype, at least until AI improves in reliability and clarity.
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