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22h ago

Dell Retreats From AI-First PC Pitch at CES 2026 After Buyers Shrug at Features

Dell now treats on-device AI as table stakes, shifting attention to performance, battery life, 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 head of product Kevin Terwilliger said consumers are not choosing PCs for AI features and that AI messaging often confuses buyers.
  • The company confirmed every new system announced at CES 2026 includes a neural processing unit to support on-device AI.
  • Dell highlighted a revived XPS lineup and a broader Alienware notebook range as it reorients toward tangible hardware benefits.
  • Lenovo promoted agentic AI with a full‑stack enterprise approach, while HP said it will expand certified refurbished devices to the UK, Spain, Sweden and the Netherlands in April.
  • PC makers at CES stressed design, performance and power alongside AI capabilities, reflecting a recalibration toward clearer, outcome-focused value.