Dell recently shared an interesting insight: consumers aren’t buying PCs just for their AI features. In a conversation with PC Gamer, Kevin Terwilliger, Dell’s head of product, said, “We’ve got AI capabilities in everything we’re announcing, but consumers aren’t focused on that.” He noted that, often, AI can confuse buyers instead of clarifying what a device can truly do.
This honesty from Dell is revealing, especially as Microsoft pushes AI integration in its products. Dell partnered with Microsoft for the launch of Copilot Plus PCs back in 2024, which featured Qualcomm’s Snapdragon X Elite chips. While these chips did improve battery life and overall performance, it seems that the allure of AI alone isn’t swaying customers.
Interestingly, Microsoft has faced challenges with launching its AI features, like the Recall feature for Copilot Plus PCs. What was meant to be a smooth rollout got delayed for almost a year due to security concerns raised by experts. This highlights the complexities of integrating AI into everyday devices and how consumer sentiments are evolving.
Consumer interest in AI is mixed. According to a recent survey conducted by Consumer Reports, about 65% of consumers said they don’t fully understand AI and how it might benefit them. With such widespread uncertainty, companies like Dell and Microsoft need to focus on clear benefits and ease of use rather than just AI buzzwords.
The landscape of technology is shifting, but it appears that many people still prioritize basic performance and usability over advanced features. As technology evolves, businesses will need to balance innovation with practicality to align with consumer needs.
For more on this topic, you can read Dell’s insights in this PC Gamer interview.
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