""What we've learned over the course of this year," says Terwilliger to PCG 's Dave James, "especially from a consumer perspective, is they're not buying based on AI. In fact I think AI probably confuses them more than it helps them understand a specific outcome.""
""One thing you'll notice is the message we delivered around our products was not AI-first," Terwilliger told PCG. "So a bit of a shift from a year ago where we were all about the AI PC.""
""we have this un-met promise of AI.""
Consumers are not buying based on AI and AI often confuses buyers rather than clarifying outcomes. Dell avoided promoting AI during its CES 2026 presentation and mentioned AI only once, calling it an "un-met promise." The company emphasized new laptops, desktops, monitors, and tariff challenges instead of AI-first messaging. Dell plans to deliver AI capabilities within devices but is shifting away from overt AI marketing after a strong AI push in 2025. The change represents a broader pullback from hyped AI claims toward practical hardware and user-focused features.
Read at Kotaku
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