Dell Abandons AI Marketing Strategy at CES 2026, Returns Focus to Consumer-First Products
Summary
Dell abandons AI-focused marketing at CES 2026 after discovering consumers find artificial intelligence confusing and don't buy products based on AI features, instead returning to consumer-first approach with new XPS laptops, ultraslim Alienware models, and Area-51 desktops while quietly including AI capabilities without emphasizing them.
Key Points
- Dell shifts away from AI-focused marketing at CES 2026, with executives acknowledging that consumers are not buying products based on AI capabilities and find AI confusing rather than helpful
- Dell announces the return of XPS laptops, new ultraslim Alienware laptops, entry-level Alienware models, Area-51 desktops, and new monitors in a consumer-first approach
- Dell's head of product states that while all new devices include NPUs for AI capabilities, the company learned consumers don't purchase based on AI features, marking a departure from last year's AI PC messaging