Dell admits users don’t care about AI PCs, refocuses on what matters

Last week at CES 2026, AI-capable Copilot+ PCs were all over the convention show floor, with many PC makers promoting their so-called “AI PCs” with NPUs and other cutting-edge features. AI PCs have been hyped since 2024 as the next evolution of home computing, but it appears consumers aren’t buying into the new technology.

That’s according to Dell’s sentiment at CES 2026, where an executive confirmed that the company would shift its focus away from AI PCs and re-center itself on the areas consumers care about: “We’re getting back to our roots with a renewed focus on consumer and gaming.”

In other words, very few users seem to be buying new computers solely for the ability to run AI models and features locally. Dell might just be the first of many makers who are catching on to the lack of consumer interest in AI PCs. This goes hand in hand with Dell’s other refocusing efforts after listening to its consumers: the bringing back of its XPS line.

Going forward, Dell will continue to sell computers with Copilot+ PC branding to comply with its partnership agreement with Microsoft, but the company’s marketing efforts won’t emphasize AI.

It’s unclear how this shift will affect the pricing and availability of Dell PCs, as current market conditions and AI-driven RAM shortages are expected to drive up the costs of PCs by up to 20 percent.