Dell Admits AI Is Not What Users Care About and Stops Pushing AI-First Messaging
Dell’s pre CES 2026 briefing delivered a surprise that caught the attention of technology media across the SEA Region and beyond. In an era where artificial intelligence has been attached to almost every product announcement, Dell chose a noticeably different direction. The presentation featured very little discussion of AI, signaling a deliberate shift away from AI driven marketing toward a stronger focus on product substance and real user experience.
Jeff Clarke, Vice Chairman and Chief Operating Officer of Dell, opened the session by addressing broader industry realities. He spoke about mounting pressure from global tariffs, key platform transitions in the PC market, and growing concerns around memory shortages expected to impact the industry in 2026. Clarke also acknowledged that many expectations surrounding AI have not yet materialized in ways that matter to everyday users, reinforcing Dell’s decision to ground its messaging in practicality rather than hype.
Dell and Alienware then unveiled several new products, including a refreshed XPS lineup, ultra thin high end Alienware laptops, more accessible entry level gaming models, the return of the Area 51 desktop, and new monitor offerings. Each product was introduced with an emphasis on performance, design, battery life, and clear target audiences. Notably absent was the heavy use of AI terminology that has dominated similar presentations in recent years.
This approach became even clearer during the Q&A session. Kevin Terwilliger, Head of Product at Dell, stated directly that this year’s communication strategy was not AI first. He explained that Dell intentionally moved away from last year’s aggressive AI PC positioning to make product benefits easier for consumers to understand. The goal, he said, was to clearly show what users gain from upgrading their devices, rather than asking them to buy into abstract AI promises.
While Dell continues to include NPU hardware across its new devices as part of modern platform standards, the company openly admitted that AI capabilities are rarely the deciding factor for most buyers. In many cases, AI messaging has created confusion instead of clarity. By reducing its prominence, Dell believes it can better highlight tangible improvements such as longer battery life, faster performance, and more reliable day to day usability.
For a major PC brand like Dell and Alienware to step back from AI led marketing is a refreshing signal for the industry. It suggests a potential shift toward more honest and user focused product communication, where technology serves real needs rather than trends. CES 2026 may be remembered as the moment Dell chose to speak less about AI and more about what actually matters to users.
Source: PCGamer
