Dell has revealed that consumers aren’t buying PCs for AI features right now. In an interview with PC Gamer ahead of CES, Dell has made it clear its 2026 products aren’t all about being AI-first, and it’s moving beyond being “all about” AI PCs.

“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,” admits Kevin Terwilliger, Dell’s head of product, in the PC Gamer interview. “In fact I think AI probably confuses them more than it helps them understand a specific outcome.”

It’s a surprisingly honest admission from one of Microsoft’s biggest PC partners, especially as the software giant continues to push AI features into Windows and try and convince consumers to buy Copilot Plus PCs. Dell was one of Microsoft’s partners for the initial Copilot Plus PC launch in 2024, adding Qualcomm’s Snapdragon X Elite chips to its popular XPS 13 and Inspiron line of laptops. Dell even added Qualcomm’s Cloud AI chips to its high-end laptops last year, boosting AI performance for local models.

But most of the benefits in Copilot Plus PCs come from the improved battery life and performance of Qualcomm’s Snapdragon X Elite chips, instead of AI features alone.

Microsoft even struggled to launch its Recall flagship AI feature for Copilot Plus PCs. The controversial feature eventually launched nearly a year after it was originally scheduled, because the feature was delayed following concerns raised by security experts.