Dell's CES 2026 chat was the most pleasingly un-AI briefing I've had in maybe 5 years
Dell's CES 2026 briefing refreshingly avoided heavy AI marketing, acknowledging consumers aren't prioritizing AI features in purchases.Summary
The author expresses relief that Dell's CES 2026 pre-briefing was notably free of the pervasive, often meaningless AI hype that dominates tech announcements. Dell executives, including Jeff Clarke and Kevin Terwilliger, focused on industry realities like tariffs, market transitions, and memory shortages, while introducing new consumer-focused products like XPS laptops and Alienware models. Terwilliger confirmed a shift away from an "AI-first" message, stating that while all new devices include NPUs, consumers are not buying based on AI, which often confuses them more than it helps. The author praises Dell for recognizing that until AI offers tangible user benefits beyond marketing buzzwords, companies should follow their lead and remain quiet on the topic.
(Source：PC Gamer)