Dell Head of Product says PC customers remain unconvinced by AI marketing: 'Not buying based on AI'

At CES 2026, Dell acknowledged a surprising reality: most PC buyers are not swayed by artificial intelligence (AI) features. During a candid briefing, Kevin Terwilliger, Dell’s head of product, articulated this sentiment, emphasizing that despite years of marketing the concept of the 'AI PC,' consumers are largely unmoved by these advancements. Terwilliger pointed out that even with the industry's push for Neural Processing Units (NPUs) and AI-enhanced performance, the average customer remains skeptical. "What we’ve learned over the course of this year, especially from a consumer perspective, is they’re not buying based on AI," he affirmed. This stark observation reflects a disconnect between the tech industry's focus on AI and the actual priorities of everyday users. Internal data from Dell indicates that the emphasis on AI may inadvertently deter potential buyers. According to Terwilliger, the abstract nature of AI technology often leads to confusion rather than clarity, making it difficult for consumers to grasp its practical benefits. This contrasts sharply with traditional hardware specifications like battery life and processing speed, which are straightforward and well-understood by the average user. As Dell's strategy evolves, the company continues to incorporate AI hardware in its products but is redirecting its marketing efforts to highlight practical specifications that resonate more with consumers. This shift underscores a significant gap between the interests of early adopters and the general public. Even in markets like India, the allure of an 'AI PC' ranks low on consumers' priority lists, as they remain focused on established hardware capabilities. As 2026 unfolds, Dell's honest assessment may herald a more realistic approach from tech firms, suggesting that without clear and compelling benefits from AI, traditional hardware attributes will remain the focal point for the average PC user.