### Dell’s Departure from AI Marketing: Takeaways from CES 2026
AI has been a key area of focus for technology firms, including Apple, for numerous years. However, Dell’s recent acknowledgment underscores a growing separation between AI marketing and consumer engagement. At CES 2026, Dell’s product leader, Kevin Terwilliger, disclosed that PC purchasers are not emphasizing AI features when making buying choices.
#### Dell’s View on AI
In a piece by Dave James at PC Gamer, Terwilliger expressed, “what we’ve discovered over the course of this year, particularly from a consumer standpoint, is they’re not purchasing based on AI. In fact, I think AI likely confuses them more than it clarifies a specific outcome.” This remark signifies a considerable change from Dell’s former AI-focused marketing tactics.
While Dell is not entirely abandoning its AI projects, the firm has acknowledged that highlighting AI in its marketing may not connect with the typical consumer. Instead, it might cause confusion rather than clarity regarding product advantages.
#### Consumer Attitudes Towards AI
The sentiment articulated by Dell mirrors a larger trend seen among non-tech-savvy consumers. Many people are doubtful or apprehensive about AI, which stands in stark contrast to the enthusiasm often displayed in tech environments. This doubt suggests that consumers may weigh other attributes, such as performance, design, and usability, more heavily than AI functionalities.
#### Consequences for Tech Marketing
Dell’s shift away from AI-focused communication prompts questions about the future of tech advertising. Firms like Dell, Apple, and others must navigate various audiences, including everyday consumers, tech aficionados, and investors. Traditionally, the latter two demographics have favored AI-centered narratives, but Dell’s recent statements might indicate a change in focus as companies reconsider how they convey the worth of their products.
As the technology landscape changes, it will be intriguing to observe if other companies follow Dell’s example in downplaying AI in their promotional strategies. The potential for a shifting narrative surrounding AI could redefine how tech products are marketed to consumers in the near future.
#### Conclusion
Dell’s insights into consumer perspectives on AI unveil a significant divide between technological advancement and market demand. As the company modifies its marketing strategy, it underscores the necessity of grasping consumer preferences and the importance of clear product messaging. The future of AI in consumer electronics is yet to be determined, but Dell’s experience might provide a crucial lesson for the sector.
