Insight from Dell: The Truth about Consumer Priorities in AI Technology

Dell’s Focus on AI Features in PCs

According to Dell, consumers are currently not prioritizing AI features when purchasing PCs. In an interview with PC Gamer before CES, Dell emphasized that their 2026 product lineup is not solely focused on AI capabilities. The company is shifting away from the exclusive emphasis on AI in PCs.

Kevin Terwilliger, Dell’s head of product, acknowledged, “We’re very focused on delivering AI capabilities in our devices, with all our new products featuring an NPU. However, consumer behavior this year has shown that AI is not the primary decision-making factor in their purchases. In fact, AI might even confuse them more than assist them in understanding the benefits.”

Dell’s Collaboration with Microsoft

As a key partner of Microsoft, Dell has been involved in integrating AI features into Windows and promoting Copilot Plus PCs to consumers. Dell participated in the initial launch of Copilot Plus PCs in 2024, incorporating Qualcomm’s Snapdragon X Elite chips into their XPS 13 and Inspiron laptop models. Additionally, Dell enhanced the AI performance of its premium laptops by integrating Qualcomm’s Cloud AI chips last year.

However, the main advantages of Copilot Plus PCs lie in the improved battery life and performance offered by Qualcomm’s Snapdragon X Elite chips, rather than AI features alone.

Challenges Faced by Microsoft

Microsoft encountered difficulties in launching the Recall flagship AI feature for Copilot Plus PCs. The controversial feature faced a nearly year-long delay due to concerns raised by security experts, eventually being released after extensive deliberation.