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20h ago

Dell Scales Back AI-First Pitch at CES 2026 as PC Makers Recast the AI PC

Dell cites consumer indifference to AI features as it shifts its sales message.

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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.
Dell computer sitting on a table beside a plant

Overview

  • Dell’s Kevin Terwilliger said consumers are not choosing PCs for AI and that the pitch has confused buyers rather than clarifying outcomes.
  • Despite the marketing shift, Dell confirmed every newly announced system includes an NPU to support on‑device AI.
  • Dell revived its XPS lineup and highlighted gaming with an expanded Alienware notebook range, emphasizing design, performance and battery life.
  • Lenovo promoted agentic AI through its Hybrid AI Advantage and services, while Acer refreshed Swift and Aspire Vero laptops with Intel Core Ultra chips and sustainability positioning.
  • HP said its Certified Refurbished portfolio, including more EliteBooks, will expand to the UK, Spain, Sweden and the Netherlands from April as vendors seek demand beyond the fading Windows 11 upgrade cycle.