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3w ago

Dell Backs Off AI-First PC Pitch at CES 2026, Refocuses on Hardware Fundamentals

The company will keep NPUs and Microsoft’s Copilot+ branding for compatibility but says buyers care more about performance, battery life and design.

Dell Advertorial
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Close up image of the new Dell XPS 14 lid for 2026.
Microsoft went so far as to create a new marketing category of "Copilot+ PC" with special branding that laptop vendors can slap on their products to promote them as AI PCs—and many companies (including Dell) did exactly that all last year.

Overview

  • Dell executives said consumers are not choosing PCs based on AI features, with product head Kevin Terwilliger calling AI messaging confusing for shoppers.
  • All newly announced Dell systems still include NPUs to support on‑device AI, reflecting a shift in marketing rather than in hardware strategy.
  • Dell will retain Copilot+ PC branding and the Copilot key to align with Microsoft’s requirements even as it downplays AI in consumer-facing materials.
  • The 2026 lineup revives the XPS brand and broadens Alienware offerings, as Dell emphasizes gaming, build quality and form factors over AI headlines.
  • Rival OEMs at CES highlighted AI-capable devices and sustainability programs, while sluggish Windows 11 migration and flat PC demand challenge hopes for an AI-driven upgrade cycle.