In an interview with PC Gamer, Dell has commented on the current state of the PC industry and explained why its latest wave of hardware wasn’t marketed directly as AI PCs. It turns out, Dell says it has learned that consumers don’t seem to particularly care about AI in PCs and aren’t making buying decisions based on it.

“… what we’ve learned over the course of this year, especially from a consumer perspective, is they’re not buying based on AI,” Dell’s head of product, Kevin Terwilliger said. “In fact I think AI probably confuses them more than it helps them understand a specific outcome.”