Today, companies are trying to put all sorts of artificial intelligence features into things, despite the fact that few of them are even asking for them. None of them ever seem to get the hint, no matter how often consumers resist. At least until now.
During the CES briefing with PC gamerKevin Terwilliger, the tech giant's chief product officer, admitted that the artificial intelligence features in its computers are not driving sales.
“We're very focused on bringing AI capabilities to the device—virtually everything we announce has an NPU—but what we've learned over the course of this year, especially from a consumer perspective, is that they're not buying into AI,” Terwilliger said. “In fact, I think the AI is probably doing more to confuse them than to help them understand a specific outcome.”
He noted that this resulted in Dell not promoting an “AI-first” mentality in its products this year, acknowledging that it was a shift from a year ago, when the company was “all about AI computing.” This year, the company's lineup at CES included the return of XPS laptops, expansion of the Alienware product line and dual monitors, including the world's first 52-inch 6K display.
Honestly, it's nice to see a tech company making such a public admission. While Dell will continue to invest in artificial intelligence, at least it won't shove it down our throats like some other corporations.
The timing is also funny because it takes place right after Microsoft CEO Satya Nadella is upset that people are calling AI “scum”“, which led many to call the company “Microslop”. thanks to ongoing AI products and services, especially Copilot.
Source: PC gamer
Update: 07/01/2026 05:20 PM ET. – Updated title to say “buy for” AI, not “because” for clarity.
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