In January 2023, AMD made headlines for introducing NPUs in laptops for the first time ever. With their Ryzen PRO 7040 series processors, there was a new technology on the block that promised to accelerate performance for AI tasks. Intel too announced its own processors with a built-in NPU the same year and soon, almost every laptop brand talked about how their laptops are “AI first”. The term has been used over and over again for years but nobody really asked the most important question – Do consumers even care about AI? At CES this year, Dell has revealed the truth.
SurveyAlso read: Rollable screens to expanding frames: A look at Lenovo’s bold laptop concepts at CES
Dell says consumers don’t care about AI PCs
Speaking to PC Gamer, Dell’s head of product Kevin Terwilliger said the company has learned that shoppers are not choosing laptops based on AI features. According to him, while AI capabilities exist across Dell’s latest devices, they are not what is driving purchasing decisions. In fact, he added that AI branding may be doing more harm than good when it comes to clearly explaining benefits to buyers. He said, ‘I think AI probably confuses them more than it helps them understand a specific outcome.’
Terwilliger also said that everything Dell is announcing still includes an NPU, signalling that the company has not abandoned AI hardware. However, the messaging around these products has deliberately moved away from being AI-first. And the reason is simple- people care more about outcomes like battery life, performance, and display quality rather than abstract promises around on-device AI.
It is interesting to note that Dell’s was closely aligned with Microsoft during the initial Copilot Plus PC push in 2024. Dell was among the early partners to adopt Qualcomm’s Snapdragon X Elite chips in laptops like the XPS 13 and Inspiron, positioning them as part of Microsoft’s AI PC vision. Even then, many of the real-world gains came from efficiency and performance improvements rather than AI features themselves.
Dell may be the first major Windows OEM to say this out loud, but it is unlikely to be the last. As the PC industry heads into 2026, the focus appears to be shifting back to fundamentals, with AI staying in the background rather than front and centre.
Dell at CES 2026: At a glance
Dell has launched various products at CES 2026 so far ranging across gaming and business segments. To name a few, the brand brought back the much-loved XPS name for its laptops after retiring it last year. It also introduced Alienware laptops with anti-glare OLED displays, promising a smoother gaming experience for people across the world. We also briefly got to hear about a thin and light Alienware laptop as well as a more affordable option that is due to come soon.
In India, the Dell XPS 14 and XPS 16 are expected to go on sale from early February 2026, initially in Graphite, with additional colour options arriving later in the year. Dell also confirmed that the XPS portfolio will expand further in 2026, including a new XPS 13 that is expected to be the thinnest and lightest XPS laptop ever.
Coming to the Alienware laptops, the Alienware 16X Aurora and Alienware 16 Area-51 are both scheduled to arrive in Q1 2026, featuring the new anti-glare OLED displays alongside Intel Core Ultra 200HX processors.
The larger Alienware 18 Area-51 is expected to follow in March 2026, bringing the same next-generation Intel Core Ultra 200HX platform to Alienware’s biggest laptop form factor.
Also read: Dell brings back XPS laptops at CES, unveils new Alienware devices with anti-glare OLED displays
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Divyanshi Sharma
Divyanshi Sharma is a media and communications professional with over 8 years of experience in the industry. With a strong background in tech journalism, she has covered everything from the latest gadgets to gaming trends and brings a sharp editorial lens to every story. She holds a master’s diploma in mass communication and a bachelor’s degree in English literature. Her love for writing and gaming began early—often skipping classes to try out the latest titles—which naturally evolved into a career at the intersection of technology and storytelling. When she’s not working, you’ll likely find her exploring virtual worlds on her console or PC, or testing out a new laptop she managed to get her hands on. View Full Profile
