Dell admits consumers don't care about AI PCs (pcgamer.com)

Article summary

Dell has shifted its focus away from marketing AI-powered PCs, as the company believes consumers are not buying based on AI capabilities. Instead, Dell is focusing on delivering high-quality products with features that matter to consumers. The company's CES 2026 briefing was notable for its lack of emphasis on AI, with only a brief mention of the technology. This change in approach is seen as a refreshing move away from the typical AI-focused marketing in the tech industry.

Main themes

• AI marketing
• Consumer preferences
• Tech industry trends
• PC hardware
• Dell's strategy
• AI hype

What commenters say

• The emphasis on AI in marketing is driven by investor expectations rather than consumer demand.
• The current AI hype is seen as a way for companies to appear modern and trendy, rather than a genuine attempt to provide useful technology.
• Some developers find AI-powered tools useful for certain tasks, such as automating repetitive work or generating boilerplate code, but others are skeptical of their value.
• The use of AI in products is often confusing to consumers and may not provide any tangible benefits, leading some to prefer products that focus on traditional features and quality.
• The AI gold rush is driving up salaries for AI experts, leading some to present themselves as AI specialists in order to demand higher pay.
• The lack of off-the-shelf local AI applications makes it difficult for consumers to take advantage of AI-powered hardware, rendering the marketing focus on AI somewhat pointless.
• Some argue that the focus on AI is a distraction from more pressing issues, such as supply chain disruptions and tariffs, which have a greater impact on the tech industry.
• The revival of the XPS laptop line and the focus on traditional features and quality is seen as a positive move by some, who value performance, battery life, and usability over AI capabilities.