
Over the past few years, we’ve been bombarded with the word “AI” on every tech product sold to us. Sadly, many of these products barely have AI in them and, in reality, the majority of consumers just find it confusing and haven’t really considered it as their main consideration why they are buying.
Finally, one tech company realizes this. Dell, in its CES 2026 briefing, said that AI probably confuses consumers more than helping them understand what products are for.
“We’re very focused on delivering upon the AI capabilities of a device—in fact everything that we’re announcing has an NPU in it—but what we’ve learned over the course of this year, especially from a consumer perspective, is they’re not buying based on AI,” said Dell Product Head Kerin Terwillinger.
“In fact I think AI probably confuses them more than it helps them understand a specific outcome,” he added.
With that, Dell and its subbrand Alienware aim to move away from AI-first marketing, which is very refreshing in today’s tech landscape.
That doesn’t mean they will abandon AI. Their latest Alienware laptops and the return of the XPS machines will still have NPUs that will handle AI tasks. The goal is to limit the use of AI as a buzzword and to dumb down technologies so that end users can actually appreciate and use them.
Via: PC Gamer
This article, Dell understands consumers don’t buy computers just because of AI, was originally published at NoypiGeeks | Philippines Technology News, Reviews and How to's.
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