The AI promised to boost PC sales: Dell reveals the public’s indifference

While artificial intelligence (AI) was expected to be the major lever to relaunch the PC industry, the outcome at the end of this business cycle is far from what was anticipated. Dell, one of the global giants in computing, surprised at CES 2026 by exposing a reality that many avoided: the general public is not passionate about AI integrated into PCs. Far from being a decisive purchase factor, this technology faces indifference or even some confusion among consumers. Behind marketing campaigns dating back several years boasting dedicated chips integration, intelligent features, and new user experiences, the core market remains impermeable to these technological innovations. A situation that pushes Dell to reconsider its strategy, to move away from hype and to redirect its efforts towards more tangible criteria expected by users.

This new paradigm raises a central question in the IT sector: why does artificial intelligence not drive PC sales among the general public? What are the factors behind this disenchantment? And above all, how can manufacturers’ marketing adapt to this reality? In this article, we will explore these issues in depth, presenting the statements, figures, and analyses of Dell and other major players to understand the complex link between technological innovation and commerce in the PC market in 2026.

A marked disillusionment: AI does not stimulate general public demand for PCs

For several years, artificial intelligence has been seen as the future engine for personal computer sales. Manufacturers have massively invested in hybrid hardware architectures integrating NPUs (Neural Processing Units), specific processors to accelerate AI-related calculations, as well as software and interfaces enriched with intelligent functions. However, Dell recently exposed the reality on the ground: consumers do not show particular enthusiasm for these innovations.

Kevin Terwilliger, product manager at Dell, stated that most users do not base their purchase decision on the presence of AI in the PC. Worse, according to him, it tends to confuse rather than clarify the benefits. The excess of technical jargon and exaggerated marketing promises creates a counterproductive effect. This disillusionment is illustrated by a decline or stagnation in sales, while financial and technological efforts to integrate AI into products have never been so significant.

Last year, “AI PC” dominated slogans and store displays; today, this term is gradually disappearing from Dell’s official communications. This transition marks a turning point in communication strategy: technology must not only impress on paper but must generate real perceived value for the user. The mere presence of an AI feature is no longer enough to seduce an audience that primarily seeks a clear relationship between innovation and practical benefits.

Dell facing a mature and demanding PC market: necessary strategic realignment

The trigger for this revelation at Dell lies in understanding the behavior of a now mature market, where innovation is no longer the main factor to motivate a purchase. This maturity is reflected in a concrete expectation in terms of performance, battery life, design, and above all, reliability. These timeless criteria remain the pillars on which the general public bases decisions, now more than advances in integrated AI.

Jeff Clarke, chief operating officer at Dell, was critical of some technology leaders, notably Microsoft, regarding the unfulfilled promise of an immediate revolution driven by generative AI in computing. According to him, the colossal investments in AI — including Google, Nvidia, OpenAI, and Meta — have not yet translated into direct benefits noticeable by end-users, nor into a significant increase in demand on the PC market.

This position contrasts with the media frenzy around AI. Dell is turning inward, refocusing its communication on more tangible values, downplaying emphasis on “intelligent” capabilities. The launch of the new XPS and Alienware ranges reflects this trend: the focus is now on proven and appreciated technical specifications rather than on abstract AI features. This policy invites a more pragmatic reflection on the real expectations of the public and the exact role AI can play in consumer machines.

What really matters to users today

Reliability remains a major criterion, especially in a world where hardware configurations are becoming more complex. Battery life, particularly in ultrabooks and laptops intended for professionals and students, is a determining factor. Design, material quality, and ease of use are also factors that weigh heavily in purchase decisions.

This realignment does not prevent Dell from investing in AI innovation, but the latter must now be positioned as an add-on, a secondary benefit in an already optimized user experience. Attracting the general public no longer passes solely through technology but through a subtle combination of innovation and ease of use.

Underlying reasons for the general public’s indifference toward AI in PCs

The general public’s indifference reveals complex dynamics that go beyond mere marketing aspects. Firstly, the lack of understanding of AI’s concrete benefits in a personal computer dampens enthusiasm. Many users struggle to distinguish what an AI chip really brings, aside from some gadgets or anecdotal functions.

Secondly, this mistrust also stems from information overload: since the early 2020s, the term “AI” has been omnipresent across all fields, often associated with exaggerated promises or distant futuristic visions. This noise has generated both excessive optimism and a form of skepticism among consumers, who end up losing interest in purely technical arguments.

Finally, the perception of value for money remains crucial. For an average buyer, a faster, longer-lasting, or well-designed computer always makes sense, whereas adding AI technology is not an obvious guarantee of immediate improvement. Users first expect proven performance in classic tasks before being interested in AI-related benefits.

This indifference is also reflected in the figures: despite numerous offers and sophisticated advertising campaigns, sales of “AI” branded PCs stagnate or decline. The message is clear: AI is not yet a determining purchase factor, and manufacturers must realize this quickly.

Unmet marketing expectations for AI at Dell and beyond

Marketing around AI has often relied on the promise of “revolutionary machines,” capable of transforming the user experience. However, in most cases, these innovations remain behind the scenes or are limited to occasional demonstrations, far from daily use. The general public feels a gap between communication and reality.

Presentation formats sometimes too technical, lack of clear explanations, and the use of jargon do not facilitate understanding. A large portion of consumers therefore do not perceive the added value of AI, which reduces the effectiveness of marketing campaigns. The sector could lean towards a more educational, accessible model, centered primarily on the real needs of users rather than on raw technology.

How marketing approach must evolve facing skepticism towards AI in PCs

The first lesson learned by Dell is that AI must no longer be presented as the main reason to buy a PC. On the contrary, balanced communication that highlights other tangible benefits will strengthen user trust. Dell now favors clarity and proof through real experience rather than abstract promises.

In this context, campaigns must explain precisely what AI brings — whether in terms of faster execution in certain applications, automation of routine tasks, or increased security. This also involves concrete and accessible demonstrations, adapted to the expectations of an audience less familiar with technical concepts.

A change of tone is required: fewer superlatives and more pedagogy. Transparency becomes a powerful lever to restore trust and move towards broader AI use, not as a passing trend, but as a tool serving the user.

• Adopt a clear and simple message
• Show tangible practical benefits
• Focus communication on performance and reliability
• Involve users in concrete demonstrations
• Reduce technical jargon and exaggerated promises

Analysis of AI equipment integrated into Dell PCs: promises and realities

Dell has equipped all its latest lines with an NPU, a chip designed to accelerate AI-related processing directly on the machine. This hardware choice aims to guarantee optimal performance in certain applications requiring voice recognition, intelligent multimedia editing, or local machine learning capabilities.

The table below details the main technical characteristics of Dell’s AI PCs by range, highlighting the rise of hardware solutions but also the limits in user perception.

Range	NPU Presence	Key AI Features	Target Audience	Average Price (in €)
XPS	Yes	Photo/video enhancement, battery optimization, voice assistant	Professionals, creatives	1500-2500
Alienware	Yes	Game optimization, system performance detection, automation of complex tasks	Demanding gamers	1800-3500
Inspiron	Yes	Office assistance, intelligent suggestions, enhanced security	General public, students	700-1200
Latitude	Yes	IT management, enterprise security, intelligent collaboration	Professionals, enterprises	1000-2200

Although these features are often emphasized by Dell, the challenge remains their perception and showcasing in a context where AI is not yet truly integrated into users’ daily practices.

Outlook for the IT industry: AI as support, not as a main factor

Beyond Dell, the entire IT market is facing similar observations. Artificial intelligence remains a key innovation, but its introduction must be accompanied by a refocus on user experience and a gradual learning of benefits. Major players like Nvidia, Google, Microsoft, or Meta keep investing in data centers and AI architectures, but the final consumer is not keeping pace.

For the industry, the question becomes how to integrate AI as a tool at the service of pragmatic improvements and not as a major marketing promise that does not find immediate adherence. This involves product differentiation, user-centered design, and targeted communication that explain use cases rather than sell an abstract technology.

Concrete cases and user feedback will be decisive for the general public to gradually perceive the real value of AI in PCs. This more measured strategy, adopted by Dell, could well open the way toward a market renewal where innovation finally meets explicit demand rather than forced commercial pursuit.

Industrial and economic impact of indifference to AI: stakes for Dell and its competitors

When the main innovation factor does not translate into increased sales, the economic consequences can be heavy. Dell has faced sales stagnation in certain segments despite massive investments in AI research and development. This situation requires a redefinition of strategic priorities to maintain margins and satisfy customers.

For manufacturers, the lesson is clear: technological innovation must imperatively coincide with well-understood consumer expectations. The “AI gadget” is not enough to justify a price gap or hardware upgrade. Preference goes to proven performance and visible value for money. This also raises awareness about the importance of not yielding to excessive advertising pressure that distorts the perception of the real product value.

More broadly, this state of affairs calls into question the PC market’s dynamics, forced to rethink its innovation cycles. For Dell, recognizing a certain indifference opens the door to profound reconsideration but also to a more realistic adaptation of offers. Other sector players will also need to evolve if they want to reconcile cutting-edge technology with general public expectations.

Why doesn’t AI appeal to PC consumers?

AI in PCs is perceived as a complex technology without clear benefits in daily life. The general public prefers tangible criteria such as performance, battery life, or reliability rather than abstract functionalities.

Does Dell continue to integrate AI into its computers?

Yes, all new Dell models now have NPUs to integrate AI functions, even if communication on this point has become more moderate and targeted.

How could marketing around AI be improved?

It should prioritize simplicity, pedagogy, and highlight practical benefits rather than overly complex or exaggerated technical promises.

What criteria most influence the general public’s PC purchase?

Real performance, long battery life, sober design, and reliability remain priority criteria for the majority of consumers.

Will AI eventually influence PC sales?

It is probable, but this will depend on better integration into daily use and clearer communication about its concrete benefits for the user.