Dell admits customers do not care about AI PCs, refocuses on what issues

Final week at CES 2026, AI-capable Copilot+ PCs had been everywhere in the conference present ground, with many PC makers selling their so-called “AI PCs” with NPUs and different cutting-edge options. AI PCs have been hyped since 2024 as the following evolution of dwelling computing, nevertheless it seems customers aren’t shopping for into the brand new expertise.

That’s in accordance with Dell’s sentiment at CES 2026, the place an govt confirmed that the corporate would shift its focus away from AI PCs and re-center itself on the areas customers care about: “We’re getting again to our roots with a renewed give attention to client and gaming.”

In different phrases, only a few customers appear to be shopping for new computer systems solely for the flexibility to run AI fashions and options regionally. Dell would possibly simply be the primary of many manufacturers who’re catching on to the dearth of client curiosity in AI PCs. This goes hand in hand with Dell’s different refocusing efforts after listening to its customers: the bringing again of its XPS line.

Going ahead, Dell will proceed to promote computer systems with Copilot+ PC branding to adjust to its partnership settlement with Microsoft, however the firm’s advertising and marketing efforts gained’t emphasize AI.

It’s unclear how this shift will have an effect on the pricing and availability of Dell PCs, as present market circumstances and AI-driven RAM shortages are anticipated to drive up the prices of PCs by as much as 20 %.