Dell Admits Customers Aren’t Buying PCs for AI Features
January 8th, 2026I’m pretty sure that Dell’s customers are NOT confused about their desire to avoid built in, invasive and poorly functioning AI features.
Via: PC Gamer:
“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 consumer perspective, is they’re not buying based on AI,” Terwilliger says bluntly. “In fact I think AI probably confuses them more than it helps them understand a specific outcome.”
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The fact that a huge PC brand such as Dell/Alienware has decided to ditch the AI-first marketing that seems to otherwise permeate everything—and honestly still permeates—is entirely welcome, very refreshing, and hopefully the mark of things to come.
