At CES 2026 last week, AI-capable Copilot+ PCs were impossible to miss, with nearly every major PC manufacturer highlighting “AI PCs” equipped with NPUs and other specialized hardware. Since 2024, the industry has positioned AI PCs as the next major leap in home computing, promising faster on-device AI processing and smarter everyday features. However, despite the heavy marketing push, signs are emerging that consumers are far less enthusiastic than manufacturers anticipated.
That reality was reflected in Dell’s messaging at CES 2026, where a company executive acknowledged that the hype around AI PCs is not translating into meaningful consumer demand. As a result, Dell plans to pull back from aggressively promoting AI-centric systems and instead refocus on what it believes buyers actually care about. The company described this move as a return to its core strengths, with renewed emphasis on consumer-focused and gaming-oriented PCs rather than AI-first messaging.
In practical terms, this suggests that most users are not purchasing new computers simply to gain the ability to run AI models locally. Performance, design, gaming capabilities, and overall value still appear to matter far more than dedicated AI hardware for the average buyer. Dell may be among the first major manufacturers to openly acknowledge this shift in sentiment, but it is likely not the last. This change also aligns with Dell’s recent decision to revive its XPS lineup, another move driven by customer feedback rather than emerging AI trends.
Looking ahead, Dell will continue selling Copilot+ PCs to meet its partnership obligations with Microsoft, but AI will no longer be the centerpiece of its marketing strategy. How this strategic shift will affect pricing and availability remains uncertain, especially as ongoing AI-driven RAM shortages and broader market pressures are expected to push PC prices up by as much as 20 percent in the near future.
