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yesterday

Dell Downplays ‘AI PC’ Pitch, Keeps NPUs Standard in New Lineup

Dell reframes AI as a built-in capability to align with what buyers actually value.

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.
Dell computer sitting on a table beside a plant
Dell Advertorial

Overview

  • At CES 2026, Dell said consumers are not choosing PCs for AI features, with executive Kevin Terwilliger noting that AI messaging can confuse buyers.
  • Despite the shift in messaging, Dell confirmed every newly announced system includes a neural processing unit to support on-device AI and future software needs.
  • The company emphasized traditional purchase drivers in its presentations, highlighting performance tiers, battery life, and form factor over AI as the headline feature.
  • Terwilliger’s comments followed an interview reported by PC Gamer, reinforcing that Dell’s 2026 products are not positioned as AI-first despite universal NPU inclusion.
  • The Verge noted that Microsoft continues to promote Copilot Plus PCs, yet recent gains have largely come from Snapdragon X Elite battery life and performance as Microsoft’s Recall feature faced a lengthy delay before launch.