Dell Admits AI Marketing Confuses Customers, Shifts Back to Hardware Specs After Poor Sales
Summary
Dell abandons AI-focused marketing after admitting customers find artificial intelligence features confusing and aren't buying computers based on these capabilities, with the company now returning to traditional hardware specifications in sales pitches while still including AI chips in products.
Key Points
- Dell's Head of Product Kevin Terwilliger admits at CES 2026 that consumers are not purchasing PCs based on AI features despite aggressive marketing campaigns
- The company finds that AI marketing actually confuses customers more than helping them understand specific benefits, unlike traditional metrics like battery life or processing speed
- Dell shifts its marketing strategy back to practical hardware specifications while continuing to include AI silicon in its latest products